This summation of the current research in employer branding is correspondingly
present in a recent review of corporate, internal and employer branding, respectively,
and their inter-relationship (Foster et al., 2010). The authors argue that each branding
concept provide insights into reconceptualising more integrated corporate brand
management. Based on a review of the three brand concepts, they highlight internal
branding as a concept to ensure that employees deliver the brand promise to external
customers; and employer branding as a way to recruit the right candidates in order to
ensure a high-quality delivery of brand promise to external stakeholders. The merging
of internal branding and employer branding (as argued by the authors) thus corresponds
with the summation above as it conceptualises employees as channels to customer
experiences.Onthis notion, the goal is not to ensure quality in employer-employee relations,
but rather to secure a quality in building and sustaining long-term brand-costumer
relationships.
This summation of the current research in employer branding is correspondingly
present in a recent review of corporate, internal and employer branding, respectively,
and their inter-relationship (Foster et al., 2010). The authors argue that each branding
concept provide insights into reconceptualising more integrated corporate brand
management. Based on a review of the three brand concepts, they highlight internal
branding as a concept to ensure that employees deliver the brand promise to external
customers; and employer branding as a way to recruit the right candidates in order to
ensure a high-quality delivery of brand promise to external stakeholders. The merging
of internal branding and employer branding (as argued by the authors) thus corresponds
with the summation above as it conceptualises employees as channels to customer
experiences.Onthis notion, the goal is not to ensure quality in employer-employee relations,
but rather to secure a quality in building and sustaining long-term brand-costumer
relationships.
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