Integrating knowledge and employer brand management: A conceptual model

Abstract

The purpose of this paper is to propose an integrated framework of the deep-rooted knowledge management and the steadily growing field of employer brand management. Additionally, this paper intends to examine the connections between knowledge management, organizational learning and branding and identifies the factors that affect the employees’ perceptions and commitment towards their organizational brands. Finally, it reviews the mechanisms that guide the processes and outcomes of knowledge and brand performance. The proposed model is based on the synthesis of knowledge and marketing literature. The method used in this study is a narrative literature review based upon 114 articles collected and analyzed for this revision. The proposed model makes an original contribution to knowledge and marketing management by encompassing the conceptual and practical limitations and by interconnecting the two fields creating an opening for new interdisciplinary studies. Consequently, this study brings several practical implications into existing literature: 1) it enhances the application of knowledge and brand management practices; 2) it provides a comprehensive conceptual framework; 3) it increases organizational understanding of how to motivate sought employee brand-related actions through the process of organizational learning and knowledge circulation.

Comunidades de práctica y su estrategia según etapa de ciclo de vida: revisión sistemática desde directrices PRISMA

“…En particular en la etapa de creación, en cuanto a las características de la CoP, se hace necesario partir de los modelos de gestión del conocimiento (Spangler, Skovira & Kohun, 2015), los cuales son cíclicos y establecen mecanismos para la producción de transferencia e innovación como apoyo a la dirección que prolongan la vida de las CoPs (Cantero y Pantoja, 2018). Además de la revisión de una línea de base como punto de partida, articulando las diversas fuentes de información (Staempfli, Tov, Kunz, Tschopp & Stamm, 2016), para clarificar las necesidades y las motivaciones de la CoP (Pereira e Hayahi, 2016).…”

Organizational learning via gamification for employer brand management

“…Employees who have access to organizational information will have a more complete understanding of the brand. So, passing accurate knowledge to the right employees is crucial and only with the appropriate level of knowledge flow and facilitated learning, the employees will have the true image of their organizational brand (Santiago, 2020). Continuous learning within organizations impacts human resources in terms of employee commitment, motivation, and performance.…”

“…Organizational learning can be considered as a cornerstone of competitive advantage in the current unpredictable business environment. Businesses that manage knowledge support their employees in understanding brand strategy and are thus able to maintain great brand performance (Santiago, 2020). Employees are a main source of employer brand knowledge to external customers.…”

“…The evidence on marketing knowledge management is still limited. Qualitative research offers more insights and advances our understanding of the relationship between knowledge management and employer brand management (Santiago, 2020). The Resource Based View (RBV), in the field of HRM, highlights the value of employees and their skills.…”

A novel taxonomy of organizational learning contextual factors: Review of 2004–2020 top-ranked journals

“…In particular, formal cultural elements are as significant at the intraorganizational level (such as organizational rules) as at the interorganizational level (such as Research and Development (R&D) -alliances) in relation to OL processes. Further, pronounced relevance should be afforded to informal culture-related elements such as dialogic and communicative approaches (Santiago, 2020). Among the cultural factors, artefacts appear to represent a separate factor influencing OL, given the vital applicability of both virtual and physical artefacts in creating the conditions for effective learning processes inside shared environments.…”