Analysis of Review of Literature on- Strategic Human Resource Management for Internal Brand Building: A Study of Select Higher Education Institutions in Bengaluru

Abstract

Human Resource Management (HRM) is considered to be a vital constituent of any business organization. In the current global scenario, HRM is the key component that is required to be managed with efficacy for any organization to meet its goals. Further, HRM is not merely an administrative function; rather, it is the most crucial division that embodies a strategic imperative. Strategic Human Resource Management entails the alignment of an Organisation’s goals with those of the individuals working within their respective organizations. This reality is witnessed in the context of Higher Education Institutions (HEIs) both in India and at the Global purview. Due to the surge in competition amongst HEIs, there is a strong need to uphold the status of their respective brands. As HRM focuses on managing the most valuable assets in any organization which are its employees, this paper is intended to study the literature on the strategic function of HRM, particularly for internal brand building in HEIs. Keywords Strategic Human Resource Management, Higher Education Institutions, Branding, Internal Branding