Customer Reviews

Corporate Reputations, Branding and People Management: A Strategic Approach to HR (Advanced HR Practitioner)

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Corporate Reputations, Branding and People Management by Martin and Hetrick is a gem of a book for both practitioners and academics alike. In the popular press and academic literature concepts such as corporate reputations, organizational identity and image and employer branding are regularly shrouded in ambiguity and confusion. Herein lies the true value of this book. The authors have skilfully and critically unpacked these important concepts from their disciplinary roots of marketing, organisational behaviour and human resource management and applied them to the management of both people and corporate strategy.
In their own accessible style the authors successfully link the concepts to both the organizational corporate agenda and back to the individual level of an employee's psychological contract and almost everything in between. While corporate reputations and employer branding are regularly associated with a thriving economic environment and the often cited "war for talent", the book demonstrates the importance and strategic value of these concepts beyond the usual mantra of attraction and retention.
By applying critical rigour and practical insights to these popular, but often misunderstood, concepts, Graeme Martin and Susan Hetrick have written a book that is essential reading for practitioners at all levels of the organization concerned with the strategic role their employees will play in shaping the organization's reputation and future success.

This is one of the best HR books that I have read in the past 10 years. The true differentiator for competiting companies today is culture and brand. Those organizations that understand this will achieve great things. Others will lag. This book brings up great discussion points for senior leadership and governance meetings. Well worth the investment.