品牌内化视角下的社会组织人力资源管理研究

Human Resource Management of Social Organizations from the Perspective of Brand Internalization

人力资源是影响组织生存与可持续发展的"第一资源"。当前,我国社会组织人力资源管理面临人员认知偏差,人才总量不足和流失严重等现实困境,与营利组织不同,社会组织公益使命至上和弱货币化的激励特性,对组织人力资源管理提出了更高要求。如何更新社会组织人力资源管理理念,优化社会组织人力资源管理流程,从而改善组织人力资源管理现状成为亟待解决的问题。起源于营利领域的品牌内化理论强调组织品牌价值文化协同下的员工承诺和行动,在内部品牌化理论的指导下,可以将品牌内化理念融入组织人力资源管理实践,提出改进社会组织人力资源管理职能的基本策略。内部品牌化不仅给社会组织人力资源管理提供一个全新的视角,也给未来组织人力资源管理研究提供思路与启示。

Human resources are the ＂first resources＂ that affect the survival and sustainable development of an organization. At present, human resource management in social organizations in our country is confronted with the realistic predicament such as deviation of personnel cognition, shortage of talents, different from for-profit organizations, the public service missions of social organizations at the organizational level and the weak monetization features, means higher requirements of management. How to update the concept of human resource management in social organizations and optimize the human resource management processes in social organizations so as to improve the status quo of human resource management in organizations becomes an urgent problem to be solved. The theory of brand internalization originated from the profit-making field emphasizes employee commitment and action under the organization of the brand value culture. Under the guidance of the internal brand theory, this paper incorporates the concept of brand internalization into the organization＇s human resource management practice and proposes improving the human resource of the social organization The basic strategy of management functions. Internal branding not only provides a brand new perspective to human resources management in social organizations, but also provides ideas and inspiration for the future research on human resources management.