Title: Selling the brand inside: corporate image, corporate identity and employer brand: case study of I-SEC Netherlands B.V.
Authors: Muhammad Shaukat Malik; Sadia Aslam; Surayya Aslam
Addresses: Institute of Banking and Finance, Bahauddin Zakariya University, Multan, Pakistan ' Institute of Banking and Finance, Bahauddin Zakariya University, Multan, Pakistan ' Institute of Banking and Finance, Bahauddin Zakariya University, Multan, Pakistan
Abstract: The objective of this research was to examine the key factors behind the success of an internal communication strategy aimed to improve I-SEC organisational image. Research consisted of literature review on concepts of internal corporate image and the organisational identity formulating the image of employer brand. The major findings proved the poor I-SEC brand image among the workforce as anticipated by I-SEC management and pointed out various drawbacks in organisational culture, structure, communication, and in strategy of I-SEC inaugurating the poor employer image of the company. The research finally suggested an internal communication approach using existing CSR strategy in relation to internal branding and poised some recommendations to increase I-SEC brand awareness, identification and engagement of its employees. This case study recommends that the corporations should give an equal importance to project a good image internally in addition to projection of good reputation to external world.
Keywords: self-image; perceived image; corporate identity; corporate image; internal communication strategy; Netherlands.
International Journal of Business Performance Management, 2018 Vol.19 No.3, pp.371 - 384
Accepted: 27 Dec 2016
Published online: 29 Jun 2018 *