The Role of Strategic HRM in Strengthening Internal Brand Building in Higher Education Institution

Abstract

This study examines the integration of Strategic Human Resource Management (SHRM) with internal branding in higher education institutions and its implications for institutional effectiveness. By analyzing SHRM practices and their impact on internal branding, the research identifies key strategies for aligning HR practices with institutional branding goals. The findings indicate that comprehensive talent acquisition, development, and retention strategies significantly contribute to a strong internal brand identity and enhanced employee engagement. Despite the benefits, institutions face challenges such as resistance to change and limited resources. Opportunities for improvement include leveraging data-driven insights and aligning HR strategies with institutional objectives. The study highlights practical applications for higher education administrators, including recommendations for effective SHRM implementation and resource utilization. Future research should explore longitudinal impacts, context- specific practices, and the role of emerging technologies to further refine SHRM and branding strategies. Keywords: Strategic Human Resource Management, SHRM, Internal Brand Building, Higher Education Institutions, Organizational Culture, Employee Engagement, Institutional Identity, Higher Education Administration, HR Practices.