The employee brand: Is yours an all-star?
The employee brand: Is yours an all-star?
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员工品牌：你是全明星吗？
DOI：
10.1016/j.bushor.2007.06.001
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发表时间：
2007
影响因子：
7.4
通讯作者：
Sandra J. Miles
中科院分区：
文献类型：
--
作者：
W. Glynn Mangold;Sandra J. Miles
在这篇文章中，提出了一种类型学，这将有助于组织更好地反映他们想要的品牌形象。协助类型是基于员工对组织的使命、价值观和期望的品牌形象的了解程度，以及他们认为自己与组织的心理契约得到履行的程度。根据员工的优势特点，组织可以分为全明星、替补、受伤预备队或三振王。作为分类，菜鸟组织无法提供所需的品牌形象，因为他们的大多数员工缺乏这样做的知识和理解。另一方面，受伤的后备组织无法实现同样的目标，因为公司员工认为他们与组织的心理契约被违反了，这使得个人不愿意和没有动力。对他们来说，三振王组织分享新秀和受伤的预备队组织的最坏的特点。最后，也是相反的，全明星组织始终如一地向他人提供所需的品牌形象，因为他们的员工既有能力也有动力这样做。为了帮助企业达到这一高度期望的地位，本文提出了具体的指导方针，可以帮助组织成为“全明星”自己的权利。
In this article, a typology is presented which will help organizations better reflect the brand image they desire. The assisting typology is based on the extent to which employees know and understand the organization's mission, values, and desired brand image, and the degree to which they perceive their psychological contracts with the organization as being honored. Organizations can be classified as all-stars, rookies, injured reserves, or strike-out kings, based on the characteristics of a preponderance of their employees. As categorized, rookie organizations cannot deliver the desired brand image because most of their employees lack the knowledge and understanding to do so. Injured reserve organizations, on the other hand, cannot achieve the same because firm employees perceive their psychological contracts with the organization as having been violated, which renders the individuals unwilling and unmotivated. For their part, strike-out king organizations share rookie and injured reserve organizations' worst characteristics. Finally, and conversely, all-star organizations consistently deliver the desired brand image to others because their employees are both able and motivated to do so. To help firms attain this highly desired status, specific guidelines are presented herein which may help organizations become “all-stars” in their own right.