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An exploratory study on the impact of recruitment process outsourcing on corporate brand of an organisation

Published on Nov 21, 2016in Strategic Outsourcing: An International Journal
· DOI :10.1108/SO-08-2015-0020
Hasan Gilani3
Estimated H-index: 3
,
Shabana Jamshed1
Estimated H-index: 1
(Glyndŵr University)
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Abstract
Purpose This paper aims to focus on “Recruitment Process Outsourcing” (RPO) as a key element of improvement in corporate brand of organisation through using the talent and capabilities of employees. This research explores the linkages and interconnection between the concepts of RPO and its contribution towards the employer branding process. The review of the literature on RPO and employer branding identifies an emergence of conceptual framework based around outsourcing effectiveness and its impact on employer branding. Design/methodology/approach Exploratory research was carried out using case study analysis to give clear and deep understanding of the RPO and its impact on employer branding. This was conducted by using the semi-structured interviews with the HR and marketing managers using the qualitative method. The findings propose a conceptual framework which is representative for the organisations engaged in RPO. Findings The key findings include talented employees’ role in improving the brand image of any organisation; the development of customers’ perceptions through their attitude and behaviours; the reduction in the HR costs through RPO Services, the responsibility of the organisation taken by RPO which provides the chance for HR professionals and top management to focus on core activities; and the organisational care in selection of the RPO service provider as per their criteria. Research limitations/implications This research has been limited to assessing the impact of RPO on the employer branding of manufacturing organisations purely due to access issues. The research clearly establishes a good link between the operationalisation of RPO and its direct influences on an organisation’s employer branding through its outsourced employees. The research clearly highlights the importance of and the vital role played by the outsourced employees and how they need to be nurtured through a strong corporate culture and make them great brand ambassadors. Practical implications At the practical level, this study has several managerial implications, as the findings provide a good understanding of the concept of RPO and how it impacts the employer brands of the organisation. The research gives confidence to the HR managers and directors on the importance of outsourced staff members and the need to address the issues concerning the employee branding of an outsourced member of staff. The outcome of the research gives a conceptual model which represents the impact of an outsourced employee on the employer branding process of the organisation. This conceptual model highlights the many different factors that need to be addressed by a HR manager to keep consistency in employee branding of the organisation. Social implications The social implications of this research relate to the wellbeing and motivated staff members of an organisation, even though they do not work directly under the brand of the company they serve in. As mentioned in the research findings, the complications of the RPO process usually has drastic and serious impacts on employee attitudes and feelings when it comes to issues like change management, job satisfaction and the sense of belonging to the organisation. By addressing the different factors explored in the conceptual model of this research, an outsourced employee can feel equally motivated and belonging to the organisation they serve in, just as any other permanent member of staff who acts like an ideal brand ambassador for the employer branding of the organisation. Originality/value This research is original and adds value to the dynamics of RPO processes by exploring the impact of the process on employer branding of the organisation through its brand ambassadors. This research paves way for further research to be carried out within service organisations where employees play a vital role in being the brand ambassadors of their employer brands.
  • References (81)
  • Citations (3)
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References81
Newest
Published on Apr 7, 2015in Marketing Intelligence & Planning
Chunyan Xie6
Estimated H-index: 6
(Stord/Haugesund University College),
Richard P. Bagozzi86
Estimated H-index: 86
(UM: University of Michigan),
Kjersti V. Meland1
Estimated H-index: 1
Purpose – The purpose of this paper is to extend research on employer branding in the recruitment context. The authors develop a model that integrates research from employer branding, social identity theory, and person-organization fit in order to investigate the impact of company reputation and identity congruency between organizations and their job applicants on the attractiveness of an employer brand. Design/methodology/approach – An online survey was conducted to test the theoretical model i...
Matthew S. Porricelli1
Estimated H-index: 1
(NSU: Nova Southeastern University),
Yuliya V. Yurova6
Estimated H-index: 6
(NSU: Nova Southeastern University)
+ 1 AuthorsMichael T. Bendixen14
Estimated H-index: 14
(NSU: Nova Southeastern University)
There has been increased interest in retail branding yet there is a dearth of internal branding research in this industry. The purpose of this study is to explore the antecedents of Brand Citizenship Behavior (BCB) in a retail environment. The role that the frequency of employee contact with customers plays will also be examined. A further aim is to give guidance to retailers on how they should develop an internal branding management strategy. A conceptual model provides a foundation for the stu...
Published on Apr 1, 2014in Human Resource Management Journal2.84
Alison J. Glaister5
Estimated H-index: 5
(Aston University)
The business benefits of an outsourcing strategy are well documented, and HR is encouraged to outsource in order to add value. Yet little is known about how HR outsourcing affects the HR role, competencies and relationships with senior management. These issues are examined through 27 semi-structured interviews with senior HR professionals, comparing HR departments engaged in HR outsourcing with those maintaining full in-house HR provision. The findings indicate that HR outsourcing stymies HR rol...
Published on Mar 4, 2014in Personnel Review1.36
Graeme Johnson1
Estimated H-index: 1
(Northumbria University),
Philip Wilding1
Estimated H-index: 1
,
Andrew Robson1
Estimated H-index: 1
Purpose – The purpose of this paper is to determine whether an outsourced recruitment service can provide a satisfactory organisational solution from the perspective of its line-managers. Design/methodology/approach – The study is based on a single, large organisation involving dissemination of an on-line survey targeting line-managers with a recent record of hiring new employees. Using quantitative analysis including correlation, multiple regression and binary logistic regression, assessment is...
Published on Oct 24, 2013in International Business Research
Samuel Howard Quartey3
Estimated H-index: 3
(Central University College)
This study examined the implications of Human Resource outsourcing for Human Resource Practitioners work behaviors in the mobile telecommunication industry in Ghana. The assumptions of the resource-based theory served as a lens for providing an understanding into the implications of Human Resource outsourcing for Human Resource Practitioners work behaviors. This study was a descriptive study design which sought to investigate the implications of Human Resource outsourcing for Human Resource Prac...
Işık Çiçek1
Estimated H-index: 1
,
Bilal Özer1
Estimated H-index: 1
The improvement that high organizational performance provides is becoming more critical in today’s increasing conditions of competition. The effects of human resource functions and organizational culture to perform a significant organizational efficiency attracts both theoreticians’ and practitioners’ interest much more. When outsourcing is considered as one of the methods that organizations utilize for strengthening their core competencies to allocate their resources efficiently, the question o...
Published on Oct 31, 2011in The Marketing Review
Ahmed Rageh2
Estimated H-index: 2
,
T.C. Melewar33
Estimated H-index: 33
+ 1 AuthorsArch G. Woodside51
Estimated H-index: 51
The concept of customer experience is evolving to an ever more imperative area of study within the marketing discipline. Despite its importance and the positive attention this concept is receiving in the literature, the explanation of customer experiences remains vague and a thorough theoretical foundation is lacking. This paper addresses this gap in the literature facilitating a brand-management understanding of the concept of customer experience and its antecedents and consequences. The paper ...
Graeme Martin19
Estimated H-index: 19
(Glas.: University of Glasgow),
Paul J. Gollan19
Estimated H-index: 19
(Macquarie University),
Kerry Grigg1
Estimated H-index: 1
(Monash University)
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 M...
Published on Nov 9, 2010in Business Strategy Series
Hasliza Abdul-Halim5
Estimated H-index: 5
(Universiti Sains Malaysia),
Norbani Che-Ha5
Estimated H-index: 5
(UM: University of Malaya)
Purpose – The purpose of this paper is to investigate the trend of human resource (HR) outsourcing among manufacturing companies in Malaysia.Design/methodology/approach – The data for the study were obtained from survey responses from 232 manufacturing companies in Malaysia, of which were engaged in HR outsourcing. Descriptive analyses were performed to obtain the information on the practices of HR outsourcing among these companies. The practices to be explored include the types of HR functions ...
Cited By3
Newest
Priya Gunesh1
Estimated H-index: 1
(UoM: University of Mauritius),
Vishwas Maheshwari , Vishwas Maheshwari (Staffordshire University)
Purpose The paper aims to demonstrate the utilization of banks’ career website for publicizing the employer branding strategy to enable effective strategic talent relationship management through talent attraction, engagement and retention. Design/methodology/approach A qualitative approach using purposive sample comprising HR professionals involving HR directors, reward managers and talent relationship managers, participated in semi-structured interviews. Findings This paper provides empirical i...
Published on Aug 21, 2017in Management Decision1.96
Pattanee Susomrith2
Estimated H-index: 2
,
Alan Brown20
Estimated H-index: 20
Purpose The purpose of this paper is to discover the types of HR outsourcing processes employed by Australian organisations and their relationship to outsourcing outcomes. Design/methodology/approach This paper is based upon the results of a survey of medium to large Australian organisations. The survey data were analysed using quantitative analysis to extract the types of HR outsourcing processes, outcomes, and their relationship. Findings The analyses identified three types of HR outsourcing p...
Published on Feb 20, 2017
Rajasekhar David , Pratyush Banerjee5
Estimated H-index: 5
,
Abhilash Ponnam1
Estimated H-index: 1
Purpose The purpose of this paper is to explore various risks that are associated with recruitment process outsourcing (RPO) strategy in the Indian information technology (IT)/IT-enabled service (ITes) industries. Design/methodology/approach Purposeful intensity sampling was used to select respondents from IT/ITes organizations. Twenty-eight respondents were interviewed through face-to-face semi-structured interviews and telephonic interviews. Each interview lasted for approximately 65 min. All ...