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Two Sides to the Same Coin: The Dual Life of Consultants in Employee and Employer Branding

Rickmers, Alessa Juliane LU and Bosmans, Vita Shanna Josepha (2015) BUSN49 20151
Department of Business Administration
Abstract
Purpose: This research aims to gain an understanding on how consultants in
small consultancies, who also hold internal human resource responsibilities, promote their organisation in employee and employer branding.

Relevance: Due to the ambiguous consultancy profession and the high potential for individual influences on the corporate brand, branding becomes a very germane topic in our particular research setting. Furthermore, the combination of the two tasks, which consultants take on, reveals an interesting phenomenon in employee and employer branding.

Methodology: Following an interpretivist paradigm, we conducted a basic
qualitative study. Since we are specifically interested in how our participants take meaning from their... (More)
Purpose: This research aims to gain an understanding on how consultants in
small consultancies, who also hold internal human resource responsibilities, promote their organisation in employee and employer branding.

Relevance: Due to the ambiguous consultancy profession and the high potential for individual influences on the corporate brand, branding becomes a very germane topic in our particular research setting. Furthermore, the combination of the two tasks, which consultants take on, reveals an interesting phenomenon in employee and employer branding.

Methodology: Following an interpretivist paradigm, we conducted a basic
qualitative study. Since we are specifically interested in how our participants take meaning from their particular experiences of the above described phenomenon, we have conducted fifteen semistructured in-depth interviews with German and Swedish consultants.

Findings: Our research indicates that consultants, in our particular research setting, do not only live the employee brand, but also the employer brand. Furthermore, our research points to possible conflicts when one consultant is living the employee and the employer brand simultaneously.

Contributions: We contribute to employee and employer branding literature by providing a new theoretical framework regarding practices vis-à-vis small professional service firms. This framework acknowledges that employees live the employer brand, as opposed to what is written in most academic literature. Furthermore, we argue for a Connection between the concepts of employee and employer branding and the importance of building the two brands on the same values. (Less)
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author
Rickmers, Alessa Juliane LU and Bosmans, Vita Shanna Josepha
supervisor
organization
course
BUSN49 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
Employee Branding, Employer Branding, Brand, Consulting, PSFs, Small Firms
language
English
id
7372046
date added to LUP
2015-08-05 14:46:09
date last changed
2015-08-05 14:46:09
@misc{7372046,
  abstract     = {Purpose: This research aims to gain an understanding on how consultants in
small consultancies, who also hold internal human resource responsibilities, promote their organisation in employee and employer branding.

Relevance: Due to the ambiguous consultancy profession and the high potential for individual influences on the corporate brand, branding becomes a very germane topic in our particular research setting. Furthermore, the combination of the two tasks, which consultants take on, reveals an interesting phenomenon in employee and employer branding.

Methodology: Following an interpretivist paradigm, we conducted a basic
qualitative study. Since we are specifically interested in how our participants take meaning from their particular experiences of the above described phenomenon, we have conducted fifteen semistructured in-depth interviews with German and Swedish consultants.

Findings: Our research indicates that consultants, in our particular research setting, do not only live the employee brand, but also the employer brand. Furthermore, our research points to possible conflicts when one consultant is living the employee and the employer brand simultaneously.

Contributions: We contribute to employee and employer branding literature by providing a new theoretical framework regarding practices vis-à-vis small professional service firms. This framework acknowledges that employees live the employer brand, as opposed to what is written in most academic literature. Furthermore, we argue for a Connection between the concepts of employee and employer branding and the importance of building the two brands on the same values.},
  author       = {Rickmers, Alessa Juliane and Bosmans, Vita Shanna Josepha},
  keyword      = {Employee Branding,Employer Branding,Brand,Consulting,PSFs,Small Firms},
  language     = {eng},
  note         = {Student Paper},
  title        = {Two Sides to the Same Coin: The Dual Life of Consultants in Employee and Employer Branding},
  year         = {2015},
}