Topic
Employer branding
About: Employer branding is a research topic. Over the lifetime, 1555 publications have been published within this topic receiving 54897 citations.
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TL;DR: In this paper, the authors investigated which factors employers should focus on in their employer branding strategies and investigated relationships between dimensions in this measurement scale and the use of social media in relation to corporate reputation and intentions to apply for a job.
Abstract: Purpose – The aim of this study is to investigate which factors employers should focus on in their employer branding strategies. The present study tested the employer attractiveness scale (EmpAt) and analysed relationships between dimensions in this measurement scale and the use of social media in relation to corporate reputation and intentions to apply for a job. Design/methodology/approach – Electronic questionnaires were distributed to students at three higher education institutions in Norway. The proposed model is analysed on the basis of 366 responses related to three well-known Norwegian engineering firms. Findings – The results indicate that several employer attributes are positive for corporate reputation, which again is related to attraction of potential employees. Specifically, the results suggest that innovation value, psychological value, application value, and the use of social media positively relate to corporate reputation, which in turn is positively linked to intentions to apply for a job...
282 citations
TL;DR: In this paper, the authors explored the differential effect that internally oriented initiatives have on an organisation's human capital and its subsequent impact on the organisation's brand, from the employee's perspective.
Abstract: The creation of a strong brand and the deliverance of perceived service quality are premised by employees' ability to deliver on customer expectations. No consideration has been given, however, to understanding the ‘added value’ encapsulated in an organisation's brand as a result of the operant resources (skills and knowledge) supplied by the organisation's human capital. This paper, therefore, explores the differential effect that internally oriented initiatives have on an organisation's human capital and its subsequent impact on the organisation's brand, from the employee's perspective. In-depth interviews were conducted with employees across a range of service industries and the results provide an insight into the creation of employee brand commitment. Furthermore, this exploratory study provides a solid platform for future research in this area.
281 citations
TL;DR: In this paper, the authors examined the core and scope of luxury as a business disciple, particularly in the dimension of branding within the digital context, and identified its key drivers and their scope of integration within the Internet environment.
Abstract: Luxury is neither a product, an object, a service nor is it a concept or a lifestyle. It is an identity, a philosophy and a culture. As a business sector and management discipline, these characteristics signify the presence of challenges in the integration of luxury branding within the Internet and digital environment and the requirement of intricate strategies to overcome them. Recent publications have raised the issues of the compatibility of luxury and the Internet, the suitability of luxury goods in the virtual environment and strategic approaches to maximising a luxury brand's presence online. Others have indicated that the Internet is a ‘dilemma’ that luxury requires to overcome through avoiding e-Commerce, whereas other literature have suggested that the Internet is purely a channel of communications for luxury brands. The question of the state of luxury in the digital context, however, remains largely unexplored, particularly with regards to the particularities of luxury management, which have posed a challenge in adopting digital technologies in the sector over the past two decades. Until recently, the luxury industry showed low commitment towards integrating advanced Internet technologies and its accompanying interactive and digital tools in the sector's marketing and overall business strategies. They also seemed to be pushed to be present and conduct business on the Internet as a result of evolving consumer needs and expectations. Notable international brands such as Versace and Prada did not have corporate websites until 2005 and 2007, respectively. The economic as well as consumer societies have also expressed bewilderment at the slowness of the luxury industry in establishing an online presence in comparison to other sectors. These parties have been right to question this crucial issue particularly since the Internet has become an indispensable channel of modern business. As an industry that is known for innovation, avant-gardism and creativity, it may not be apparent why luxury brands and digital technology have been perceived as incompatible since the advent of the Internet and digital communications technology. However, as with every case of reverse human behaviour, this may be explained through the examination of the very core of luxury. This paper examines the core and scope of luxury as a business disciple, particularly in the dimension of branding within the digital context. It investigates the true nature of luxury as a current management science and identifies its key drivers and their scope of integration within the Internet environment. This paper has been adapted from a section of the forthcoming book, Luxury Online.
265 citations
TL;DR: In this article, the relative importance of instrumental and symbolic employer brand beliefs across different groups of individuals: potential applicants, actual applicants, and military employees (with less than three years of tenure) was examined.
Abstract: This study conceptualizes employer brand as a package of instrumental and symbolic attributes. Using a sample of 955 individuals (429 potential applicants, 392 actual applicants, and 134 military employees), we examine the relative importance of instrumental and symbolic employer brand beliefs across different groups of individuals: potential applicants, actual applicants, and military employees (with less than three years of tenure). Results show that instrumental attributes explain greater variance in theArmy's attractiveness as an employer among actual applicants compared to potential applicants or employees. In all three groups, symbolic trait inferences explain a similar portion of the variance. In addition, in all three groups, symbolic trait inferences explain incremental variance over and above instrumental attributes. Implications for employer branding practices and image audits are discussed. ©2007 Wiley Periodicals, Inc.
264 citations
TL;DR: In this paper, the authors examine the nature and consequences of employer branding and reveal that job seekers evaluate: the attractiveness of employers based on any previous direct work experiences with the employer or in the sector; the clarity, credibility, and consistency of the potential employers' brand signals; perceptions.
Abstract: In many developed economies, changing demographics and economic conditions have given rise to increasingly competitive labour markets, where competition for good employees is strong. Consequently, strategic investments in attracting suitably qualified and skilled employees are recommended. One such strategy is employer branding. Employer branding in the context of recruitment is the package of psychological, economic, and functional benefits that potential employees associate with employment with a particular company. Knowledge of these perceptions can help organisations to create an attractive and competitive employer brand. Utilising information economics and signalling theory, we examine the nature and consequences of employer branding. Depth interviews reveal that job seekers evaluate: the attractiveness of employers based on any previous direct work experiences with the employer or in the sector; the clarity, credibility, and consistency of the potential employers’ brand signals; perceptions...
263 citations