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Media and Convergence Management pp 57–72Cite as

Media Convergence and Convergence Strategies in Human Resource Management

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Abstract

Media management is a central element of Human Resource Management (HRM) with increasing relevance. On one side, it is obvious that most HR activities have connections to media. More and more HRM activities need a communication strategy for internal and external audiences. There are many typical questions in this context: how can companies transport their employer brands? How can companies find a global language policy? Why is a company the employer of choice? How can the Employee Value Proposition (EVP) proposition be communicated to employees? On the other side, media management in general and media management research in particular have long dealt with the hot topic of media convergence, which is understood as the convergence of content, technologies, markets, and services. The interesting question is how these developments influence media management within HRM. In this article, we use the CUBE formula as a heuristic framework to discuss media management and strategy convergences in the field of HRM. Related to content, usability, branding, and emotion, the article looks at the objects manifesting in these four aspects, describes the observable convergences, and proposes strategies as to how far convergence should be sought. The article closes with media implications for research, practice, and teaching.

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Author information

Authors and Affiliations

  1. Universität des Saarlandes, Campus A5 4, Saarbrücken, 66123, Germany

    Christian Scholz & Stefanie Müller

Authors
  1. Christian Scholz
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  2. Stefanie Müller
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Corresponding author

Correspondence to Christian Scholz .

Editor information

Editors and Affiliations

  1. Institut für Kommunikationswirtschaft, Alpen-Adria Universität Klagenfurt, Universitätsstraße 65-67, Klagenfurt, 9020, Austria

    Sandra Diehl

  2. Institut für Kommunikationswirtschaft, Alpen-Adria-Universität Klagenfurt, Universitätsstraße 65-67, Klagenfurt, 9020, Austria

    Matthias Karmasin

Appendices

Reflexive Questions

  1. 1.

    Discuss the statement: “Every HR manager is also a media manager.”

  2. 2.

    Discuss whether there could be or should be country-specific differences in media convergence in HRM?

Exercise Questions

  1. 1.

    Explain what the four letters CUBE stand for and relate them to the annual report of a company.

  2. 2.

    What kinds of convergences are related to the “C” of the CUBE formula?

  3. 3.

    Pick five career Web sites. Which elements of the employer brand converge? Which diverge?

  4. 4.

    Which emotions do you find on these career Web sites? Which do you find in the annual reports of the same companies?

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Scholz, C., Müller, S. (2013). Media Convergence and Convergence Strategies in Human Resource Management. In: Diehl, S., Karmasin, M. (eds) Media and Convergence Management. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36163-0_5

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