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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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Journal ArticleDOI
TL;DR: In the context of dramatic changes in society and markets, namely, the trend to an active and critical society that is growingly concerned about sustainable goods and services while empowering customers and other stakeholders via social media and other Information & Communication technologies, it is doubtless important to critically review the state of the art with respect to branding as mentioned in this paper.
Abstract: In the context of dramatic changes in society and markets, namely, the trend to an active and critical society that is growingly concerned about sustainable goods and services while empowering customers and other stakeholders via social media and other Information & Communication technologies, it is doubtless important to critically review the state of the art with respect to branding When one is heavily involved in both brand research and brand management practice, many issues run through one’s mind and present various suggestions for the future direction of both brands and their management At the same time, it also seems appropriate to critically review the existing discussion Given the restricted space available, I decided to combine the two and contribute some provocative propositions to the ongoing discussion, which accentuates a perspective that is slightly more methodological It seemed especially critical to me to select the following issues: ensuring connectivity to existing management theory and practice, the development of comprehensive integrated brand management concepts, the acceptance of complexity, the foundation of measurement, theory building and management based on the insight and methods of neuroscience, and finally, the plea for both differentiation and situational relativisation

13 citations

Posted Content
TL;DR: A survey of Sri Lankan companies indicated that the Employer Value Proposition (EVP) has a significant role in the development of the employer brand, but to be effective it must be closely aligned with other related identities including the corporate, organizational and product identities as discussed by the authors.
Abstract: An employer’s identity may be the result of a carefully designed employer branding process, or in its absence, a range of other identity and brand sources which serve, by default, to present an image of the organization as an employer. This study provides an insight into this interaction of organizational images which produce the employer brand. Data gathered from a survey of Sri Lankan companies indicate that the Employer Value Proposition (EVP) has a significant role in the development of the employer brand, but to be effective it must be closely aligned with other related identities including the corporate, organizational and product identities. The strength of the EVP and the employer brands (external and internal) is significantly higher in organizations with a well-developed employer branding strategy. In companies with no employer branding strategy, the weaker EVP is supplemented by other organizational images, particularly the product identity. Thus, there is a ‘multiple identity interaction’.

13 citations

Journal ArticleDOI
TL;DR: In this paper, the authors examine the positioning of brands within brand communities, exploring how they can add meaning and authenticity to their consumer-centric friendships, and suggest that brands should attempt to mitigate the non-functional and emotional losses that consumers may feel, supported by a Brand Conscience.
Abstract: Increasingly, brands are able to embed themselves in consumer brand-centric communities. Subsequently, through networks and socialisation processes, convergences around a brand serve as conduits for defining meaning and identity. Using a methodological approach drawing from inductive reasoning and syllogisms, as a basis for conceptual metaphor theory and critical discourse analysis, evidence is gathered from literature reviews – supported by anecdotal evidence, personal observations and experiences. From this, the authors examine the positioning of brands within brand communities, exploring how they can add meaning and authenticity to their consumer-centric friendships. A proposed test of this friendship lies in how brands respond to consumers, when relationships fall short of expectations, and subsequently how these are addressed. The position of the authors is that the more those brands push themselves towards friendships, consumers will respond by expecting some form of loss mitigation, associated more with the intangible aspects of that brand – led by experiential elements and reputation. In the light of this, brands should consider their role in maintaining friendships, beyond consumption-based loyalty and CSR – towards developing a demonstrable Brand Conscience, supported by stakeholders. Furthermore, new thinking suggests that brands should attempt to mitigate the non-functional and emotional losses that consumers may feel, supported by a Brand Conscience.

13 citations

Journal ArticleDOI
TL;DR: In this paper, the authors investigate the impact of three kinds of ethical climate on employee participation in ethical value setting within a Corporate Marketing and CSR context, and develop a conceptual framework that indicates connections between perceptions of the ethical climate in the work place and levels of ethical empowerment on employee commitment, and its effects on CSR beliefs and intentions.
Abstract: Few studies have focused explicitly on the management, involvement and engagement of employees in relation to Corporate Marketing and Corporate Social Responsibility (CSR). Focusing upon two case studies from the oil industry, we investigate the impact of three kinds of ethical climate on employee participation in ethical value setting within a Corporate Marketing and CSR context. We develop a conceptual framework that indicates connections between perceptions of ethical climate in the work place and levels of ethical empowerment on employee commitment, and its effects, in turn, on CSR beliefs and intentions. Managerial implications of our findings relating to CSR include: (i) need for a balance between differing types of internal ethical environments to best support socially responsible intentions; (ii) that there are potentially two differing types of commitment to ethical values within an organization with the greater need for affective commitment; (iii) requirement for an effective monitoring program to understand employee ethical and moral values aiding alignment between employee values and organizational values to ensure maximum strategic impact.

13 citations

Journal ArticleDOI
TL;DR: In this paper, a discrete choice experiment was conducted to analyse the influence of HR attributes in job advertisements used by professional service firms to attract business management students, and a hierarchical Bayesian analysis was carried out to carry out the conjoint analysis.
Abstract: Professionals, like business consultants, have been described as crucial for modern knowledge-intensive organizations, but they are not always thought to be easy to manage or to attract. This might be due to a need for autonomy and commitment that is aimed more at the profession than at their employer. For their recruitment it is thus important for modern organizations like professional service firms (PSFs) to know what expectations applicants who are future professionals have regarding human resource (HR) principles and programmes. We refer to the institutional logics perspective to gain insights whether, in the context of PSFs, applicants' expectations are associated with the logic of the profession, the corporation or the family. This article describes a discrete choice experiment conducted to analyse the influence of HR attributes in job advertisements used by PSFs to attract business management students. We use a hierarchical Bayesian analysis to carry out the conjoint analysis, as it enabled us to m...

13 citations


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Performance
Metrics
No. of papers in the topic in previous years
YearPapers
202345
202295
202190
202086
201988
201896