Corporate heritage employer branding in the service of national-level labor objectives

Amjad H. Al-Amad, Sa’ad Hussein Salih Ali, Munirah Sarhan AlQahtani, Mansour Mrabet, Hedayah Khalid Almaghlouth

Article ID: 9164
Vol 8, Issue 13, 2024

VIEWS - 47 (Abstract) 26 (PDF)

Abstract


This paper explores how Saudi managers perceive the role of corporate heritage in achieving the employment goals of heritage organizations operating in Saudi and, in turn, Saudi Arabia’s Vision 2030 in relation to the Nitaqat program. Using an exploratory qualitative method, the study involved fifteen in-depth semi-structured interviews with HR managers from ten heritage-rich organizations. The analysis identified five key organizational identity traits with heritage—proficient, shelter, responsive, advancing, and centrality—that can be leveraged in employer branding to attract potential employees and enhance the employer brand of organizations operating in the Saudi market. This study is significant as it is the first to investigate corporate heritage from an employer branding perspective and in relation to national employment goals in emerging markets.


Keywords


corporate heritage; corporate heritage identity with heritage; Saudi Arabia; national employment policy

Full Text:

PDF


References


Al-Amad, A. H., & Balmer, J. M. (2023). Augmented role identity saliency of CSR in corporate heritage organizations. Journal of Business Research, 155(part A).

Al-Amad, A. H., Ali, S., & Al-Haddad, H. B. (2024). Listening to unheard voices: exploring salespeople’s perspectives on the value of corporate heritage. Qualitative Market Research, 27(1), 83–107.

Al-Dosary, A. S., & Rahman, S. M. (2005). Saudization (localization)—a critical review. Human Resource Development International, 8(4), 495–502.

Alzaid, D., & Dukhaykh, S. (2023). Employer branding and employee retention in the banking sector in Saudi Arabia: Mediating effect of relational psychological contracts. Sustainability, 15(7), 6115.

Ambler, T., & Barrow, S. (1996). The employer brand. Journal of brand management, 4, 185–206.

American Society for the Prevention of Cruelty to Animals. (2019). Justice served: Case closed for over 40 dogfighting victims. Available online: https://www.aspca.org/news/justice-served-case-closed-over-40-dogfighting-victims (accessed on 1 September 2024).

Anlesinya, A., & Amponsah-Tawiah, K. (2020). Towards a responsible talent management model. European Journal of Training and Development, 44(2/3), 279–303.

Arasanmi, C. N., & Krishna, A. (2019). Employer branding: perceived organisational support and employee retention—the mediating role of organisational commitment. Industrial and Commercial Training, 51(3), 174–183.

Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501–517.

Balmer, J. M. (2017). Foundations of corporate heritage. Taylor & Francis.

Balmer, J. M. T. (2009). Corporate marketing: apocalypse, advent and epiphany. Management Decision, 47(4), 544–572.

Balmer, J. M. T. (2011a). Corporate heritage brands and the precepts of corporate heritage brand management: Insights from the British Monarchy on the eve of the royal wedding of Prince William (April 2011) and Queen Elizabeth II’s Diamond Jubilee (1952–2012). Journal of Brand Management, 18(8), 517–544.

Balmer, J. M. T. (2011b). Corporate heritage identities, corporate heritage brands and the multiple heritage identities of the British Monarchy. European Journal of Marketing, 45(9/10), 1380–1398.

Balmer, J. M. T. (2013). Corporate heritage, corporate heritage marketing, and total corporate heritage communications. Corporate Communications: An International Journal, 18(3), 290–326.

Balmer, J. M. T. (2023). Heraldry, mottos, and corporate heritage discovery at the University of Strathclyde: A case of useful learning. Journal of Brand Management, 30(2), 170–183.

Balmer, J. M. T., & Burghausen, M. (2015b). Explicating corporate heritage, corporate heritage brands and organizational heritage. Journal of Brand Management, 22(5), 364–384.

Balmer, J. M. T., & Chen, W. (2016). Corporate heritage tourism brand attractiveness and national identity. Journal of Product & Brand Management, 25(3), 223–238.

Balmer, J. M. T., & Chen, W. (2017). Corporate heritage brands, augmented role identity and customer satisfaction. European Journal of Marketing, 51(9/10), 1510–1521.

Balmer, J. M. T., Greyser, S. A., & Urde, M. (2006). The Crown as a corporate brand: Insights from monarchies. Journal of Brand Management, 14(1), 137–161.

Balmer, J., & Greyser, S. (2003). Revealing the corporation: Perspectives on identity, image, reputation, corporate branding and corporate level marketing. Routledge.

Balmer, J., Burghausen, M. (2015a). Introducing organisational heritage: Linking corporate heritage, organisational identity and organisational memory. Journal of Brand Management, 22, 385–411.

Barich, H., & Kotler, P. (1991). A framework for marketing image management. MIT Sloan management review, 32(2), 94.

Barrow, S., House, G., Housley, S., et al. (2007). Employer branding: The latest fad or the future for HR. Chartered Institute of Personnel and Development.

Belk, R. W. (2017). Qualitative Research in Advertising. Journal of Advertising, 46(1), 36–47.

Bhasin, J., Mushtaq, S., & Gupta, S. (2019). Engaging employees through employer brand: A empirical evidence. Management and Labour Studies, 44(4), 417–432.

Blombäck, A., & Brunninge, O. (2016). Identifying the Role of Heritage Communication: A Stakeholder-Function Framework. International Studies of Management & Organization, 46(4), 256–268.

Braun, V., & Clarke, V. (2021a). Can I use TA? Should I use TA? Should I not use TA? Comparing reflexive thematic analysis and other pattern-based qualitative analytic approaches. Counselling and Psychotherapy Research, 21(1), 37–47.

Braun, V., & Clarke, V. (2021b). To saturate or not to saturate? Questioning data saturation as a useful concept for thematic analysis and sample-size rationales. Qualitative Research in Sport, Exercise and Health, 13(2), 201–216.

Braun, V., & Clarke, V. (2021c). One size fits all? What counts as quality practice in (reflexive) thematic analysis? Qualitative Research in Psychology, 18(3), 328–358.

Brinkmann, S., & Kvale, S. (2018). Doing Interviews, 2nd ed. Sage.

Brock, T. (2023). Saudi Arabia: The Kingdom of Oil. Available online: https://www.rusi.org/explore-our-research/publications/occasional-papers/saudi-arabia-kingdom-oil (accessed on 1 September 2024).

Burghausen, M. (2024). Corporate heritage. Edward Elgar Publishing. pp. 89–96.

Burghausen, M., & Balmer, J. M. T. (2014). Corporate heritage identity management and the multi-modal implementation of a corporate heritage identity. Journal of Business Research, 67(11), 2311–2323.

Charmaz, K. (2006). Constructing Grounded Theory: A Practical Guide through Qualitative Analysis. Sage.

Chopra, P. (2009). Mental health and the workplace: issues for developing countries. International Journal of Mental Health Systems, 3(4), 1–9.

Curran, R., Taheri, B., MacIntosh, R., & O’Gorman, K. (2016). Nonprofit Brand Heritage: Its Ability to Influence Volunteer Retention, Engagement, and Satisfaction. Nonprofit and Voluntary Sector Quarterly, 45(6), 1234–1257.

Dowling, G. R. (2016). Defining and measuring corporate reputations. European Management Review, 13(3), 207–223.

Drewery, D., Pretti, T. J., & Church, D. (2020). Contributions of work-integrated learning programs to organizational talent pipelines: Insights from talent managers. International Journal of Work-Integrated Learning, 21(3), 275–288.

Edwards, M. R. (2010). An integrative review of employer branding and OB theory. Personnel review, 39(1), 5–23.

Gandasari, D., Tjahjana, D., Dwidienawati, D., & Ichsan, M. (2024). How to attract talents? The role of CSR, employer brand, benefits and career development. Cogent Business & Management, 11(1), 2323774.

Garas, S. R. R., Mahran, A. F. A., & Mohamed, H. M. H. (2018). Internal corporate branding impact on employees’ brand supporting behaviour. Journal of Product & Brand Management, 27(1), 79–95.

General Authority for Statistics, Saudi Arabia. (2024a). Saudi Arabia oil exports. Available online: https://tradingeconomics.com/saudi-arabia/oil-exports (accessed on 9 September 2024).

General Authority for Statistics, Saudi Arabia. (2024b). Saudi Arabia GDP growth oil sector. Available online: https://tradingeconomics.com/saudi-arabia/gdp-growth-oil-sector (accessed on 9 September 2024).

Gill, D., & Broderick, A. (2014). Communicating Corporate Social Responsibility: Perspectives and Practice. In: Ralph, T., William, S., Brian, J. (editors). Brand Heritage and CSR Credentials: A Discourse Analysis of M&S Reports. Emerald Group Publishing Limited. pp. 179–199.

Goulding, C. (1998). Grounded theory: the missing methodology on the interpretivist agenda. Qualitative Market Research: An International Journal, 1(1), 50–57.

Government of the United Arab Emirates. (2023). UAE Future 2021–2030. Available online: https://u.ae/en/more/uae-future/2021-2030 (accessed on 9 September 2024).

Gregory, A. (2007). Involving Stakeholders in Developing Corporate Brands: The Communication Dimension. Journal of Marketing Management, 23(1–2), 59–73.

Hakala, U., Lätti, S., & Sandberg, B. (2011). Operationalizing brand heritage and cultural heritage. Journal of Product & Brand Management, 20(6), 447–456.

Hambrick, D. C. (2007). Upper Echelons Theory: An Update. Academy of management review, 32(2), 334–343.

Hambrick, D. C., & Mason, P. A. (1984). Upper Echelons: The Organization as a Reflection of Its Top Managers. Academy of management review, 9(2), 193–206.

International Monetary Fund, Middle East and Central Asia Department. (2018). Article IV consultation—Press release; staff report; and statement by the Executive Director for Saudi Arabia. Available online: https://www.elibrary.imf.org/view/journals/002/2018/264/article-A002-en.xml (accessed on 9 September 2024).

Javed, A. (2024). What is Saudization? Guide to Saudization and the Nitaqat Program. Available online: https://www.qureos.com/hiring-guide/guide-to-saudization-nitaqat-program (accessed on 9 September 2024).

Joo, B. K., & Mclean, G. N. (2006). Best Employer Studies: A Conceptual Model from a Literature Review and a Case Study. Human Resource Development Review, 5(2), 228–257.

Kaewsawang, S., & Winit, W. (2016). The Antecedents of Sustainable Employer Brand Image. Advanced Science Letters, 22(5–6), 1265–1268.

Lee, Z., & Davies, I. (2021). Navigating relative invariance: Perspectives on corporate heritage identity and organizational heritage identity in an evolving nonprofit institution. Journal of Business Research, 129, 813–825.

Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry, 1st ed. Sage.

Maier, C. D., & Andersen, M. A. (2017). Strategic internal communication of corporate heritage identity in a hypermodal context. Corporate Communications: An International Journal, 22(1), 36–59.

Martin, G., & Hetrick, S. (2006). Corporate reputations, branding and people management: A strategic approach to HR. Routledge.

Martin, G., & Sinclair, K. (2018). Employer branding and corporate reputation management in global companies: theory and practice. In: Collings, D. G., Scullion, H., Caligiuri, P. M. (editors). Global Talent Management. Routledge. pp. 144–164.

Martin, G., Gollan, P. J., & Grigg, K. (2011). Is there a bigger and better future for employer branding? Facing up to innovation, corporate reputations and wicked problems in SHRM. The International Journal of Human Resource Management, 22(17), 3618–3637.

Mitra, R. (2011). Framing the corporate responsibility-reputation linkage: The case of Tata Motors in India. Public Relations Review, 37(4), 392–398.

Mokina, S. (2014). Place and role of employer brand in the structure of corporate brand. Economics & Sociology, 7(2), 136–148.

Moroko, L., & Uncles, M. (2008). Characteristics of successful employer brands. Journal of Brand Management, 16, 160–175.

Moussa, M. N. (2013). Investigating the high turnover of Saudi nationals versus non-nationals in private sector companies using selected antecedents and consequences of employee engagement. International Journal of Business and Management, 8(18), 41.

Muisyo, P. K., Su, Q., Julius, M. M., & Hossain, S. F. A. (2023). GHRM and employer branding: empirical study in developing and developed economies. Management Research Review, 46(10), 1297–1314. https://doi.org/10.1108/MRR-04-2022-0280

Muyia, M. H., Wekullo, C. S., & Nafukho, F. M. (2018). Talent development in emerging economies through learning and development capacity building. Advances in Developing Human Resources, 20(4), 498–516.

Naz, S., Li, C., Nisar, Q. A., et al. (2020). A study in the relationship between supportive work environment and employee retention: Role of organizational commitment and person—organization fit as mediators. Sage Open, 10(2), 2158244020924694.

Patton, M. Q. (1990). Qualitative evaluation and research methods. Sage Publications.

Peck, J. R. (2017). Can hiring quotas work? The effect of the Nitaqat program on the Saudi private sector. American Economic Journal: Economic Policy, 9(2), 316–347.

Pecot, F. (2022). Cross-fertilization of heritage between product and corporate branding. In: The Routledge companion to corporate branding. Routledge. pp. 364–377.

Pecot, F., Merchant, A., Valette-Florence, P., De Barnier, V. (2018). “Since When?” Brand Heritage’s Signaling Effects: An Abstract. In: Proceedings of the Academy of Marketing Science (AMSAC 2018). Cham.

Pereira, V., Collings, D. G., Wood, G., & Mellahi, K. (2022). Evaluating talent management in emerging market economies: societal, firm and individual perspectives. The International Journal of Human Resource Management, 33(11), 2171–2191.

Pidcock, L. G. (2017). Organisationa heritage: exploring effects on employee outcomes and perceptions of organisational attractiveness [PhD thesis]. Cranfield University.

Pizzi, G., & Scarpi, D. (2019). The year of establishment effect on brand heritage and attitudes. Journal of Consumer Marketing, 36(6), 827–834.

Rindell, A. & Strandvik, T. (2023). To be or not to be corporate heritage oriented? A study of managers’ corporate heritage mindsets. European Management Journal, 41(2), 282–291.

Rose, G. M., Merchant, A., Orth, U. R., & Horstmann, F. (2016). Emphasizing brand heritage: Does it work? And how? Journal of Business Research, 69(2), 936–943.

Rubin, H. J., & Rubin, I. S. (2005). Qualitative interviewing: The Art of Hearing Data. Sage.

Saini, G. K., Rai, P., & Chaudhary, M. K. (2014). What do best employer surveys reveal about employer branding and intention to apply? Journal of Brand Management, 21(2), 95–111.

Saleh, A. A. B. A. Q. (2022). Available Job Opportunity to Youth Graduate and its Relations to the Needs of the Saudi Labor Market “A Field Study”. Journal of Positive Psychology and Wellbeing, 6(2), 1920–1937.

Santos, F. P., Burghausen, M., & Balmer, J. M. T. (2016). Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands. Journal of Brand Management, 23(1), 67–88.

Sayari, N., & Marcum, B. (2018). Reducing risk in the emerging markets: Does enhancing corporate governance work? BRQ Business Research Quarterly, 21(2), 124–139.

Scott, S. G., & Lane, V. R. (2000). A Stakeholder Approach to Organizational Identity. Academy of management review, 25(1), 43–62.

Singh, A., Jones, D. B., & Hall, N. (2012). Talent management: A research-based case study in the GCC region. International Journal of Business and Management, 7(24), 94.

Soeling, P. D., Arsanti, S. D. A., & Indriati, F. (2022). Organizational reputation: does it mediate the effect of employer brand attractiveness on intention to apply in Indonesia? Heliyon, 8(4), e09208.

Strauss, A., & Corbin, J. (1998). Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory. Sage.

Suntharasaj, P., & Kocaoglu, D. F. (2008, July). Enhancing a country’s competitiveness through “National Talent Management Framework”. In: Proceedings of the Portland International Conference on Management of Engineering & Technology. pp. 314–327.

Tangri, R., & Southall, R. (2008). The politics of black economic empowerment in South Africa. Journal of Southern African Studies, 34(3), 699–716.

Theurer, C. P., Tumasjan, A., Welpe, I. M., & Lievens, F. (2018). Employer branding: a brand equity‐based literature review and research agenda. International Journal of Management Reviews, 20(1), 155–179.

Thorne, K. (2004). Employer branding, personnel today management resources. Surry: Reed Publishing.

Urbancová, H., & Hudáková, M. (2017). Benefits of employer brand and the supporting trends. Economics & Sociology, 10(4), 41–50.

Urde, M., Greyser, S. A., & Balmer, J. M. T. (2007). Corporate brands with a heritage. Journal of Brand Management, 15(1), 4–19.

Vallaster, C., & Lindgreen, A. (2011). Corporate brand strategy formation: Brand actors and the situational context for a business-to-business brand. Industrial Marketing Management, 40(7), 1133–1143.

van Riel, C. B. M. (1997). Protecting the corporate brand by orchestrated communication. Journal of Brand Management, 4(6), 409–418.

Vision 2030 Saudi Arabia. (2024). An ambitious vision for an ambitious nation—Overview. Available online: https://www.vision2030.gov.sa/ar/vision-2030/overview/ (accessed on 9 September 2024).

Wilden, R., Gudergan, S., & Lings, I. (2010). Employer branding: strategic implications for staff recruitment. Journal of Marketing Management, 26(1–2), 56–73.

Yusliza, M. Y., Noor Faezah, J., Ali, N. A., et al. (2021). Effects of supportive work environment on employee retention: the mediating role of person—organisation fit. Industrial and Commercial Training, 53(3), 201–216.




DOI: https://doi.org/10.24294/jipd9164

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Amjad H. Al-Amad, Sa’ad Hussein Salih Ali, Munirah Sarhan AlQahtani, Mansour Mrabet, Hedayah Khalid Almaghlouth

License URL: https://creativecommons.org/licenses/by/4.0/

This site is licensed under a Creative Commons Attribution 4.0 International License.