İnsan Kaynakları ve İtibar Yönetimi Oturumu              Papatya ŞENOL
Managing Reputation inProfessional Service Firms:     A matter of HR?         Papatya ŞENOL           Ekim, 2012          ...
Focal Questions• Why corporate reputation is      important to PSFs?• To what extent and how can     HR contribute to this...
Plan• Professional Service Firms and Resource  Based View of Competitive Advantage• VRIO Framework• The Relationship betwe...
Von Nordenflycht (2010) specified classic PSFs by• a high knowledge intensity• a professionalised workforce• and low capit...
RBWResources:• Physical capital• Organizational capital• Human capitalHuman resources: knowledge, experience, skill, commi...
Value                           Rareness•       (Barney, 1995)                            VRIO                         Fra...
HR role in VRIO •   Strategic partner •   Change agent •   Administrative expert •   Employee champion              (Ulric...
Employer Branding    “the image of the organization as a ‘great place to work’ in the minds of    current employees and ke...
A Framework for Understanding the Relationship                 between HR and Corporate ReputationsAdopted from Martin G. ...
Thank You.Papatya ŞENOLtopapatya@gmail.com0090 5309322660twitter.com/senolpapatya
Uluslararası İtibar Yönetimi Konferansı 2012- Profesyonel Hizmet İşletmelerinde İtibar Yönetimi: İK meselesi? - Papatya Şenol
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Uluslararası İtibar Yönetimi Konferansı 2012- Profesyonel Hizmet İşletmelerinde İtibar Yönetimi: İK meselesi? - Papatya Şenol

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Cumhurbaşkanlığı himayelerinde, İtibar Yönetimi Enstitüsü ve Kadir Has Üniversitesi işbirliğiyle 17–19 Ekim 2012 tarihlerinde İstanbul’da Uluslararası İtibar Yönetimi Konferansı düzenlenmiştir. http://tr.reputationconference.org/

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Uluslararası İtibar Yönetimi Konferansı 2012- Profesyonel Hizmet İşletmelerinde İtibar Yönetimi: İK meselesi? - Papatya Şenol

  1. 1. İnsan Kaynakları ve İtibar Yönetimi Oturumu Papatya ŞENOL
  2. 2. Managing Reputation inProfessional Service Firms: A matter of HR? Papatya ŞENOL Ekim, 2012 İstanbul
  3. 3. Focal Questions• Why corporate reputation is important to PSFs?• To what extent and how can HR contribute to this agenda?
  4. 4. Plan• Professional Service Firms and Resource Based View of Competitive Advantage• VRIO Framework• The Relationship between HR and Corporate Reputations• Conclusion and Suggestions
  5. 5. Von Nordenflycht (2010) specified classic PSFs by• a high knowledge intensity• a professionalised workforce• and low capital intensity.They rely on intangible assets such as• Creativity• Innovation• Intellectual Capital• High levels of services (Kay, 2004)
  6. 6. RBWResources:• Physical capital• Organizational capital• Human capitalHuman resources: knowledge, experience, skill, commitment of a firm’s employees, relationships
  7. 7. Value Rareness• (Barney, 1995) VRIO Framework Imitability Organization
  8. 8. HR role in VRIO • Strategic partner • Change agent • Administrative expert • Employee champion (Ulrich, 1997)
  9. 9. Employer Branding “the image of the organization as a ‘great place to work’ in the minds of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders).” Brett Minchington (The Employer Brand Institute)Adopted from Kristin Backhaus, Surinder Tikoo, (2004) "Conceptualizing and researching employer branding",Career Development International, Vol. 9 Iss: 5, pp.501 - 517
  10. 10. A Framework for Understanding the Relationship between HR and Corporate ReputationsAdopted from Martin G. “Driving Corporate Reputations from the Inside: A Strategic Role and StrategicDilemmas for HR?”
  11. 11. Thank You.Papatya ŞENOLtopapatya@gmail.com0090 5309322660twitter.com/senolpapatya

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