Embedded librarianship in branch settings: customizing liaison services

Purpose – The purpose of this paper is to present analysis of the role of the branch librarian as a valuable paradigm for embedded librarianship. Branch librarians develop strong connections to specialized client groups and build programs and services in response to their unique environments. Design/methodology/approach – A review of research in embedded librarianship was conducted with particular emphasis on branch librarians. This article provides critique of research on embedded librarianship from the perspectives of branch management and an overview of strategies typically employed. Findings – In important ways, branch librarians present an ideal model for embedded librarianship. They work toward close communication with the faculty and students of their academic unit, and are on location, identifying the specific needs and customizing services for patron groups in their academic settings. Originality/value – The authors are Coordinators of Branch Library Services at Mississippi State University for the College of Architecture, Art, and Design and the College of Veterinary Medicine. The authors’ experiences as branch managers and immersion within their academic units provide a unique and more comprehensive analysis of embedded librarianship, one that has been overlooked.