HRM and Commitment
Based on Human Resource Management in a Business Context by Alan Price - published by Cengage Learning
The purpose of this chapter is to:
- Define the concept of employee commitment.
- Introduce employer branding as a form of commitment management
- Relate commitment to culture.
- Evaluate the true nature of commitment.
Commitment and brand values
Commitment and culture
Committed to what?
In this chapter we examined the concept of commitment, particularly in relation to
the concept of employer branding. Commitment has been a particular feature of human
resource literature since the 1980s as a result of its inclusion in the influential
Harvard map of HRM and the apparent advantage it gave Japanese firms over their western
counterparts. In recent years, internal brand management has been subsumed by the process
of 'employer branding' - an attempt to build organizations that embody brand values by
attracting, keeping and developing employees who 'live the brand' through the alignment
of marketing communications and HR practices. We reconsidered the link between commitment
and culture and questioned its true justification and meaning and addressed the issue of
commitment in the management of professionals.
Karen Legge provides a powerful analysis of commitment in Human Resource Management:
Rhetorics and Realities (1995), published by MacMillan Business. Michael O'Malley's
Creating Commitment: How to Attract and Retain Talented Employees by Building
Relationships That Last (2000), published by John Wiley is a highly readable
practitioner account on developing commitment and identifying employees who 'fit'.
There are hundreds of brand management books in print, but few go into employer branding
in detail. Integrated Branding: Becoming Brand-Driven Through Companywide Action,
by F. Joseph LePla and Lynn M. Parker (1999), published by Quorum Books, takes a holistic
approach to branding, including its impact on employees. Brand Manners: How to Create
the Self Confident Organization to Live the Brand, by Hamish Pringle and William
Gordon (2001), published by John Wiley and The Brand Mindset: Five Essential Strategies
for Building Brand Advantage Throughout Your Company by Duane E. Knapp and Christopher
W. Hart (1999), published by McGraw-Hill, also contain some material on employees and
Human Resource Management in a Business Context, 3rd edition
by Alan Price
Human Resource Management in a Business Context provides an international focus on the theory and practice
of people management. A thorough and comprehensive overview of all the key aspects of HRM, including articles from HRM Guide and other sources,
key concepts, review questions and case studies for discussion and analysis.
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