An exploratory study on the impact of recruitment process outsourcing on corporate brand of an organisation

Hasan Gilani, Shabana Jamshed

Research output: Contribution to journalArticlepeer-review


This research is focused on ‘Recruitment Process Outsourcing’, as a key element of improvement in corporate brand of organization through using the talent and capabilities of employees. This research explores the linkages and interconnection between the concepts of recruitment process outsourcing and corporate growth. The review of the literature on recruitment process outsourcing and corporate brand shows an emergence of conceptual framework based around outsourcing effectiveness and its impact on corporate brand. Exploratory research was carried out using case study analysis to give clear and deep understanding of the Recruitment Process Outsourcing and its impact on corporate brand. This was conducted by using the semi structured interviews with the HR and marketing managers using the qualitative method. The findings propose a conceptual framework which is representative for the organizations engaged in recruitment process outsourcing. The key findings include: talented employees role in improving the brand image of any organization; the development of customers’ perceptions through their attitude and behaviours; the reduction in the HR costs through RPO Services, the responsibility of the organization taken by RPO which provides the chance for HR professionals and top management to focus on core activities; and the organizational care in selection of the RPO service provider as per their criteria. Finally, the conclusions were made on the basis of the key findings about the Recruitment Process Outsourcing and its effectiveness on corporate brand of an organization. Future research can use these findings as their beginning point and examine for wider understanding. This research has been limited to assessing the impact of RPO on the corporate branding of manufacturing organisations purely due to access issues. The research clearly establishes a good link between the operationalisation of recruitment process outsourcing and its direct influences on an organisation’s corporate branding through its outsourced employees. The research clearly highlights the importance of and the vital role played by the outsourced employees and how they need to be nurtured through a strong corporate culture and make them great brand ambassadors. At the practical level, this study has several managerial implications since the findings provide a good understanding of the concept of RPO and how it impacts the corporate brands of the organisation. The research gives confidence to the HR managers and directors on the importance of outsourced staff members and the need to address the issues concerning the employee branding of an outsourced member of staff. The outcome of the research gives a conceptual model which represents the impact of an outsourced employee on the corporate branding process of the organisation. This conceptual model highlights the many different factors that need to be addressed by a HR manager to keep consistency in employee branding of the organisation. The social implications of this research relate to the wellbeing and motivated staff members of an organisation even though they don’t work directly under the brand of the company they serve in. As mentioned in the research findings, the complications of the RPO process usually has drastic and serious impacts on employee attitudes and feelings when it comes to issues like change management, job satisfaction and the sense of belonging to the organisation. By addressing the different factors explored in the conceptual model of this research, an outsourced employee can feel equally motivated and belonging to the organisation they serve in, just as any other permanent member of staff who acts like an ideal brand ambassador for the corporate brand of the organisation.
Original languageEnglish
Pages (from-to)303-323
Number of pages21
JournalStrategic Outsourcing
Issue number3
Publication statusPublished - 1 Jan 2015

Bibliographical note

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  • Innovation
  • Qualitative
  • Brand image
  • Recruitment
  • Internal branding
  • Brand commitment
  • Employer branding
  • Brand perception
  • Business process outsourcing
  • Internal brand communication


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