We are delighted to advise you that Dr. Aurora Trif, lecturer in HRM in DCU Business School and a member of the LINK Research Institute, has been successful in coordinating a recent EU bid for a collaborative project that will examine precarious employment practices within new EU member states.

The title of the project is ‘The rise of the dual labour market: fighting precarious employment in the new member states through industrial relations’.  There are 10 EU countries involved: the Czech Republic, Croatia, Greece, Hungary, Latvia, Lithuania, Poland, Romania, Slovakia and Slovenia).  DCU is the coordinator of the project, which is worth €339,000.

Aurora, who is the chair of the MSc in Human Resource Strategies Part Time Executive Programme, is especially interested in employment relations in Eastern Europe, workplace partnership and high performance work systems, and labour migration of highly skilled workers. She has been involved in several international research projects funded by the European Commission. Her research has been published in top academic journals, book chapters and for conferences.

DCU Business School wish her success with the project.


Talent management has become one of the most prevalent topics in the field of people management and development for practitioners and academics alike. However, while managers do appear to appreciate the importance of talent management, they often fail to manage it effectively, and the linkages between talent management and organizational performance remain unclear. In this invited feature article, David Collings, Professor of Human Resource Management in DCU Business School, argues that the failure to effectively manage and develop talent can be traced, in part, to a narrow conceptualization of performance in much thinking on talent management. At an organizational level, this means that performance is generally considered solely in terms of shareholder returns while ignoring other stakeholders. This translates into HR systems that fail to effectively align individuals and organizations in the generation of value. This article foregrounds employees as stakeholders and argues that organizations that are defined by a sense of purpose and that prioritize employees as stakeholders generally have higher levels of alignment between organizational and employee goals with more highly motivated employees and ultimately more sustainable performance. Some implications for research on talent management are developed.

This Journal Article has been published in Human Resource Development Quarterly (HRDQ) , the first scholarly journal focused directly on the evolving field of human resource development (HRD). It provides a central focus for research on human resource development issues as well as the means for disseminating such research. HRDQ recognizes the interdisciplinary nature of the HRD field and brings together relevant research from the related fields, such as economics, education, management, sociology, and psychology. It provides an important link in the application of theory and research to HRD practice. HRDQ publishes scholarly work that addresses the theoretical foundations of HRD, HRD research, and evaluation of HRD interventions and contexts.

The full article can be found in full here.

For more information on our courses in human resource management and organisational behaviour, please visit our course pages.

The widespread adoption of social media is transforming the consumer-brand relationship. Social media is allowing consumers connect with other users, create, consume and control access to content (Hoffman and Novak, 2012). Research suggests that social media increases brand relationship depth and loyalty, and generates incremental purchase behaviour (Laroche et al., 2012; Kim and Ko, 2012; Pooja et al., 2012). It is not surprising therefore that commentators suggest that marketers should target social media users who are more likely to exert an influence on their network in order to facilitate brand recommendations (Iyengar, Han, & Gupta, 2009). But who are these influentials? Goldenberg et al. (2009) suggest that there are only two types of influential that impact information diffusion – innovators and followers.

influence definition


Our study looks at early users or in Goldenberg at al.’s terminology, innovators, of two social networking sites, Twitter and Google+, and the effects of personality and mode of information sharing on social influence scoring. Specifically, we look at:

1. How does (i) extraversion, (ii) openness and (iii) conscientiousness influence:

  • Information sharing behaviour
  • Rumour sharing behavior

2. How does (i) information sharing behaviour and (ii) rumour sharing behaviour impact social network site influence scores?

Early Twitter users were identified through a public list and through the joining date listed on user public profiles. As the study occurred during the Google+ closed field test, all users were deemed early users. Two discrete survey instruments were designed, one for Twitter and one for Google+ to provide for different SNS validation checks. To assess the personality traits of respondents, we tested extraversion, openness and conscientiousness with the scale of Gosling et al. (2003) while information and rumour sharing scale were extracted from Marett and Joshi (2009). The SNS score was the independent variable in our model and this was measured using two commercial SNS influence score providers, PeerIndex and Klout.

Our study hypothesized that that Extraversion and Openness were two personality traits that should positively influence both Information and Rumor sharing behavior (H1 and H2), while Conscientiousness would have a reverse effect on Information (+) and Rumor (-) sharing behavior (H3 and H4). We also hypothesized that both Information and Rumor sharing behavior should positively influence social network influence scoring. A structural equation model using AMOS was used to test these hypotheses.


 The model suggests:

  • Early users of social network sites who are more extrovert or more open or more conscientious are more likely to share information
  • Information sharing and rumor sharing should be treated as two distinct constructs in the discussion of social network influence.
  • All three traits were negatively related to rumor sharing. Only the effects of extroversion and conscientiousness were significant.
  • Both information sharing and rumor sharing impacted positively and significantly on social network site influence scores.

While previous literature has suggested that it is difficult to identify market mavens (Goldsmith et al., 2006), early users of social media can be identified easily and conveniently. This may provide firms with the opportunity to target potential innovators and early adopters much more efficiently and thus accelerate diffusion of marketing messages. Our study suggests filtering these adopters by messaging behaviour may also be of assistance with a greater of emphasis of resources being placed on those social network users who share information rather than rumor. While identifying these potential influencers would seem to be more efficient than identifying mavens, further research is required to understand the most effective way and time to engage with them. Finally, it would seem social network influence scores provide useful signals for identifying social media users likely to share information. Social media users characterised by a combination of high influence scores and propensity for information sharing are powerful assets for firms, particularly if they have relatively large social networks. Engaging with these influencers represents a relatively low cost mechanism for indirectly reaching target markets through word of mouth on social networks.

The research was conducted by Dr Theo Lynn (DCU Business School), Dr Laurent Muzellec (UCD), Dr Barbara Caemerrer (ESSCA), Prof. Darach Turley (DCU Business School) and Bettina Wuerdinger (DCU Business School).

This blog post was originally published on The blog, Follow the Crowd

DCU Business School offers full and part time Postgraduate Courses in Digital Marketing. Fill out the short form below to get Course Information:

Error: Contact form not found.