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  • Managing the Psychological Contract for Employers of Choice: Would you like fries with that?

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    68163_1.pdf (232.5Kb)
    Author(s)
    O'Donohue, Wayne
    Wickham, Mark
    Griffith University Author(s)
    O'Donohue, Wayne A.
    Year published
    2007
    Metadata
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    Abstract
    In Australia, as elsewhere in the Western world, organisations are endeavouring to position themselves as 'Employers of Choice' (EOC). In marketing parlance, becoming an EOC involves construction of a unique 'brand identity' and 'value proposition' that sets an organisation apart from its competitors in a tight labour market. In other words, understanding how the psychological contract can be constructed as an attractive 'value proposition' is a prerequisite for successful employer branding. Recently, in the light of perceived theoretical limitations and practical implementation issues associated with the psychological ...
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    In Australia, as elsewhere in the Western world, organisations are endeavouring to position themselves as 'Employers of Choice' (EOC). In marketing parlance, becoming an EOC involves construction of a unique 'brand identity' and 'value proposition' that sets an organisation apart from its competitors in a tight labour market. In other words, understanding how the psychological contract can be constructed as an attractive 'value proposition' is a prerequisite for successful employer branding. Recently, in the light of perceived theoretical limitations and practical implementation issues associated with the psychological contract, there has been a call for an expansion of the perspectives used to inform its conceptualisation and management. In response, this paper explores the application of marketing concepts and theories to the psychological contract, highlighting the differing manner in which employees and the organisation perceive value in relation to the benefits and the costs associated with the employment relationship. It suggests that using everyday marketing language and concepts surrounding notions such as 'value' and 'price' offers the potential for broadening managers' understanding of the psychological contract and its role in creating and sustaining a viable EOC position.
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    Conference Title
    Proceedings of the 21st ANZAM Conference
    Publisher URI
    http://www.anzam.org
    Copyright Statement
    © 2007 Australian & New Zealand Academy of Management. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the conference's website for access to the definitive, published version.
    Subject
    Human Resources Management
    Publication URI
    http://hdl.handle.net/10072/65272
    Collection
    • Conference outputs

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