Is there a bigger and better future for employer branding? Facing up to innovation,corporate reputations and wicked problems in SHRM

Employer branding is becoming an increasingly important topic for research and practice in multinational enterprises (MNEs) because it plays directly into their corporate reputation, talent management and employee engagement agendas. In this paper, we argue that the potential effects of employer branding have yet to be fully understood because current theory and practice have failed to connect this internal application of marketing and branding to the key reputational and innovation agendas of MNEs, both of which are at the heart of another strategic agenda – effective corporate governance. However, these agendas are characterised by ‘wicked problems’ in MNEs, which have their origins in competing logics in strategic human resource management (SHRM). These problems need to be articulated and understood before they can be addressed. This paper proceeds by (1) setting out a definition and model of employer branding and how it potentially articulates with corporate governance, innovation and organisational reputations, (2) discussing and analysing the ‘wicked problems’ resulting from the sometimes contradictory logics underpinning innovation and corporate reputations and SHRM in MNEs and (3) evaluating the potential of employer branding as a contribution to the third SHRM approach – HR strategy-in-action – as a way of resolving three particularly wicked problems in MNEs. We conclude with some ideas for research and practice on the future for employer branding.     

Visibility in the workplace: still an essential ingredient for career success?

This article explores the extent to which a variety of different absences from the workplace affect perceptions of employee commitment and loyalty, and ultimately, how this ‘temporary invisibility’ might affect career success. Data were derived from 40 interviews (12 women and 28 men) in a public sector agency in Australia. Findings reveal that absences attract substantial career penalties for many employees, not only in relation to gendered flexible work options such as part-time employment and parental leave, but also traditionally uncontested entitlements such as annual and long service leave.     

Controlling acid deposition: A general equilibrium assessment

In this paper, we evaluate the impact of the SO₂ provisions in the 1990 Clean Air Act. A computable general equilibrium (CGE) model of the United States is used to evaluate the implications of this law for a number of economic sectors. We find that the largest negative impact falls on the coal industry. Output in the refining sector also decreases, but agricultural production increases as consumers shift spending into food and wood based products.     

Developing technologically induced environments: the case of the Nigerian banking sector

This paper addresses issues regarding prevalent values and themes in technologically induced environments in terms of planning, development, and implementation. Emerging themes (efficiency, usability, control, and security) are debated and developed in relation to underpinning values (quality, education, and reach/concern) which provide a comprehension of technological adoption in the developing economy of Nigeria. In addition, problems relating to new product development, innovation processes, synthesising marketing technologies, and strategic planning are investigated and explored. Discussion on technological adoption and use produces diverse perspectives and interpretations, which consequently prompts questions on its nature and understanding in developing societies. Assessing life-world perspectives and interpretations through phenomenological hermeneutics and consumer and communication models this study examines levels of technologically induced customer services in the banking services sector from a Nigerian perspective.     

Incumbent Response to Entry by Low‐Cost Carriers in the U.S. Airline Industry

This article studies incumbent price response to entry by low‐cost carriers in the U.S. airline industry. I find that legacy carrier incumbents decrease their mean airfare, 10th percentile airfare, and 90th percentile airfare following entry by a low‐cost carrier. Airfares decrease by a larger percentage at the right tail of the incumbents’ price distribution than at the left tail, suggesting that increased competition from low‐cost carrier entrants leads to lower price dispersion.