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首页> 外文期刊>International journal of business performance management >Selling the brand inside: corporate image, corporate identity and employer brand: case study of I-SEC Netherlands B.V.
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Selling the brand inside: corporate image, corporate identity and employer brand: case study of I-SEC Netherlands B.V.

机译：在内部销售品牌：企业形象，企业形象和雇主品牌：I-SEC Netherlands B.V.的案例研究

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摘要

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.
机译：这项研究的目的是研究旨在改善I-SEC组织形象的内部沟通策略成功背后的关键因素。研究包括对内部公司形象概念和形成雇主品牌形象的组织身份的文献综述。主要发现证明了I-SEC管理层所期望的员工中I-SEC品牌形象不佳，并指出了组织文化，结构，沟通和I-SEC战略中的种种弊端，从而树立了公司糟糕的雇主形象。该研究最终提出了一种与内部品牌相关的，使用现有CSR策略的内部沟通方法，并提出了一些建议，以提高I-SEC品牌的知名度，对其员工的认同和参与度。该案例研究建议，公司除了要向外部世界展现良好声誉外，还应同样重视内部展现良好的形象。

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