Strategic Human Resource Management and Employer Branding Report

This report explores Strategic Human Resource Management (SHRM) and its critical role in aligning human resources with organizational goals to enhance business performance, foster innovation, and achieve a competitive advantage. The report emphasizes the necessity of integrating HR processes, such as recruitment, onboarding, training and development, performance management, and rewards, with business strategies for optimal outcomes. It also examines the significance of employer branding in building a strong company reputation, attracting customers, boosting employee satisfaction, and establishing trust within the marketplace. The report references key academic sources to support its arguments, providing a comprehensive overview of SHRM principles and their practical application in achieving organizational success.

Running Head: HRM 1
HRM
NAME
INSTITUTION

HRM 2
The purpose of Strategic Human Resource Management is to link human resources with
organizations’ strategic goals and objectives so as to improve business performance and develop
organizational culture that nurture innovation, flexibility and competitive advantage. (Greene,
2011).This is because without involving human resources in the business strategies and
processes, it can’t achieve its set goals and objectives (Cascio, 2014). HR processes to be aligned
with business strategy include; Recruitment-concerning hiring of employees, the recruiters
should be honest. This eliminates unrealistic expectations that lead to losing of newly hired
employees and encourage the retention of newly hired employees as well as the existing. On-
boarding-the new employees should be well introduced to the organization for them to adapt to
the new environment hence giving the best in employee productivity (Moroko, 2008). Training
and development-offering training to employees is very crucial, more so those in early stages of
practicing their career. This enables them to have a firm foundation in professional development.
Business challenges require that organisation determine the talent, skills and knowledge to be
successful by adopting a strategic approach to training and development rather than an
unplanned training (Highhouse, 2009). Performance management-frequent communication and
feedback is highly encouraged in most organizations. Top management must address how they
actually want to manage performance. It is certainly essential to improve firm performance and
to retain employees with required competencies Rewards- Mostly used to motivate workers and
encourage positive behavior. The key thing is to ensure that the rewards given are consistent and
to the image of the organization.
Question 3

HRM 3
Brand is a symbol that identifies and differentiates the products of one company from another.
Building employer brand, is of much importance (Cascio, 2016). First, branding helps to grow
company’s reputation.A strong, consistent brand image will help a company to establish its
business. It makes it easier for customers to remember, recognize the company’s products.
Secondly, branding can help a company achieve high profit margin. A well-known brand
can help a company to generate future business, and increase its business’ value by giving it
more leverage in its company (Moroko, 2008). Thirdly, Branding can help you get new
customers. Strong branding means there is a positive impression of the company among
consumers, and they are likely to do business with it because of the familiarity of the company’s
products. Branding can boost employee pride and satisfaction.When an employee works
for a company with a well-respected brand, and they agree with what your brand stands for, they
will be more satisfied with their job and have a higher degree of pride in the work they do. A
company creating promotional merchandise for its employees to use can help to reinforce the
strength of its brand and the values it stands for (Cascio, 2012). Lastly, branding can help to
build trust in your marketplace a good branding will help a company build trust with
consumers. People are more likely to do business with a company that has a professional brand
image. Being properly branded can also give the impression that a company is expert, and help
the public trust the company’s, products

HRM 4
REFFERENCES
Cambridge University Press
Cascio, W. F. (2014). Leveraging employer branding, performance management, and human
resource development to enhance employee retention. Human ResourceDevelopment
International, 17, 121–128.
Cascio, W. F. (2015). Strategic HRM: Too important for an insular approach. Human Resource
Management, 54, 423-426.
Cascio, W. F. (2016). Managing human resources: Productivity, quality of work life, profits
(10th ed.). New York, NY:McGraw-Hill.
Cascio, W. F., & Boudreau, J. W. (2012). Short introduction to sstrategic human resource
management. Cambridge, UK:
Greene, R. J. (2011). Rewarding performance. New York, NY:Routledge
Highhouse, S., Brooks, M. E., & Greguras, G. (2009). An organizational impression-
management perspective on the formation of corporate reputations. Journal of
Management, 35,1481–1493.
Moroko, L., & Uncles, M. D. (2008). Characteristics of successful employer brands. Journal of
Brand Management, 16(3), 160–ss175.