engleski

Synesthesia of HR and School Culture

The paper presents and analyses models of corporate image in school management. The corporate brand depends on all the features of the school culture. The starting point of the corporate brand in school management is corporate identity. Identity is important for several reasons: it creates strong consumer images, develops an image, and creates brand attachment constructs. In school management, image creation comes from employees, so the role of HR management is extremely important. Employees form a brand of service that through proper, strategic, and operational action creates an organizational culture of human resources. The role of employees is the very core of school management, and employees make a corporate brand. The metaphor of synesthesia represents a change in the perception of the role of employees. The paper confirms that service users are those who indirectly create a service brand. Therefore, the service also exists in response to the relationship between the user, the employee, and the director. Employee satisfaction and motivation are segments of school culture that make up a successful corporate brand.

brand, corporate image, HR, school culture

Suorganizator konferencije: Matematički institut SANU