Recruitment and selection practices, person–brand fit and soft skills gaps in service organizations : the benefits of institutionalized informality

Hurrell, Scott A. and Scholarios, Dora; Brannan, Matthew J. and Parsons, Elizabeth and Priola, Vincenza, eds. (2011) Recruitment and selection practices, person–brand fit and soft skills gaps in service organizations : the benefits of institutionalized informality. In: Branded Lives. Edward Elgar Publishing, Cheltenham, pp. 108-127. ISBN 9781849800921

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Abstract

Brand management is usually associated with how organizations present themselves to customers or develop product brands (Aaker and Joachimsthaler, 2002), but recent interest in employer branding draws attention to employees and potential recruits as important stakeholders (Gapp and Merrilees, 2006; Lievens et al., 2007; Van Hoye and Lievens, 2005). Identity-based brand management is suggested as essential if employees are to behave in ways that are consistent with a brand philosophy and remain committed to this brand (Burmann and Zeplin, 2005). Within the HRM literature, research has shown employers’ increasing emphasis on recruitment as a vehicle for building an employer brand (CIPD, 2007) and ‘brand image’ is regarded as part of a signaling process which informs potential employees of an organization’s attributes and reputation (Cable and Turban, 2006; Lievens and Highhouse, 2003). In this chapter, we focus on the hospitality industry, which is widely accepted to suffer from high levels of skills deficits and employee turnover, especially in the ‘soft skills’ that are essential for customer service. Within this sector, businesses often distinguish themselves through the creation of service brands. Contrasting two hotel establishments with distinct brand identities and different degrees of reported soft skills deficits

  • Item type:Book Section
    ID code:15688
    Dates:
    Date
    Event
    2011
    Published
    Notes:This is a draft chapter. The final version is available in Branded Lives: The Production and Consumption of Meaning at Work, authored by Scott. A. Hurrell and Dora Scholarios, published in 2011, Edward Elgar Publishing Ltd. The material cannot be used for any other purpose without further permission of the publisher, and is for private use only.
    Subjects:Social Sciences > Social Sciences (General)
    Department:Strathclyde Business School > Work, Organisation and Employment
    Depositing user: Dr Dora Scholarios
    Date deposited:04 Feb 2010 11:00
    Last modified:08 Apr 2024 12:34
    Related URLs:
    URI:https://strathprints.strath.ac.uk/id/eprint/15688
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