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Corporate Reputations, Branding and People Management 15. This book is essential reading for CEOs, marketing and HR practitioners who are serious about making a valued contribution to the success of their organization. This book outlines the future scope and contribution of human resources to business strategy. It is one of the first serious studies of the corporate landscape and is very well researched and practical. I hope you get as much out of this book as I have. | 124 Corporate Reputations Branding and People Management Thay arisefrom beliefs rendbeoeneptirns oOrbSSgateons that in the case of employees are what they believe they are entldef to e a tonsequence of perceived pude-Kes. either explieit or intpliditi npde le the entpCoyer Conway and Bpner 2005 . In tdetrenrei e etpehce logical contrant o mere thandusl e set of etcoectations that can arisd in che abocnee eh c promt se. Only expectations rettdtot to dentnttred erdmtreceteenCded tobe considererlco paecoIehe psnehelegin di conlreefj ml what theseprumitestook d-pe inpractice eedhow -eey arise are illustrated in Box 4.2. You can see how these promises relate loofficidl com m mcapoeeoC thee cpo nizational idee-Cte and to teodte-nup mid gOTetnanee. Box 4.2 Promises in theemploymentrelati onshipthat create obligations Promises arising fromspokenandwritten commuoications stratetps dottiiiicnis.ciiiitlovei commitments to certain courses of action missionandvaluesstatemente agreements pledges speeches corporate brand dues ethira statements und social pesponsibihty policies e . ipeldnps utsreernesap onssninlresponndiatyandsafety made gy companias such sv lol and Shotl rite diem eanpenit-sot the offshore drdli ngconsrattost employer drraxlSng d.hrleyer of choice poliates tsee Cttspser 6 financial statement or er statements staterngntsmaUn on aepih ds efptnnpeln Pa trnpioyeos tnnl employs- hPterlSsemams.irePsi mante en-tPEirecoiosaanhaon the dim ng camracptc prometlontS rnateriSt tn smployent Promises ariarnp out nf behaviour iucI ctians ofleaPers end managers observationsoasemos thderlh p manegemtPtnI amployteachs ns e.g. I low managees and empioyees aatsn iseuioiiio eneeeotherin treating eenhothere P respect SraeBaK 4.rPtPfUeuhstepdnhsoU how emptoyees raw 1 stein interactions oie 8 1 leadea nranngera as eerpK tepsesnntiP tives such su huntelnutptapb.nptpdlning iheénternew process or as in g Offitrore datlina sane in Soe c.l 00 e pntcUoa on standing men dopa during sleek .