Employer branding

About: Employer branding is a research topic. Over the lifetime, 1555 publications have been published within this topic receiving 54897 citations.

Consumer–brand relationships within the luxury cosmetic domain

Abstract: Relationship marketing and practice has undergone a paradigm shift in recent years, becoming globally recognized and adopted. Yet despite this, empirical work exists in developing relational phenomena between consumers and the brands they purchase from. An exception of this is a study by Fournier, which considered relationship phenomena in the context of consumer goods, although no research has proved to consider consumer–brand relationships within the luxury cosmetic sphere. This study aims to address this limitation by examining relationship typologies and brand personality, seeking to uncover their relevance within the luxury cosmetic domain. Specifically the study (i) identifies relationship typologies between consumers and their luxury cosmetic brands, proving that consumer–brand relationships exist within this domain; (ii) highlights the importance of brand personality to the relationship dyad; (iii) identifies key themes that prove significant to consumer–brand relationships within this context, which allowed for relationship typologies that prove most important to maintaining strong relationships to be identified within a luxury cosmetic context. Eight semi-structured interviews were conducted and analysed with consideration to Fournier’s 15 types of brand relationships, which were used in order to classify relationships within the luxury cosmetic context. Further analysis illustrated the significance of brand personality, demonstrating that brand personality has the power to shape and define the relationships that consumers wish to form. In addition, key relationship typologies within this sphere were identified, using themes that were uncovered through thematic analysis, which proved a deeper insight into relational phenomena. The results can be interesting not only for academic purposes but also for the industry as the managers of luxury cosmetic brands need to know well their consumers in order to reinforce the relationship between the brands and the customers.

Employer Branding Management as a Strategic and Organizational Control Tool

Abstract: The issue of employer branding has always had an intrinsic interdisciplinary content, since it builds a bridge for cross-fertilization between different disciplines (strategic marketing, strategic management, and human resources management). This paper presents employer branding as an approach based on effective strategic organizationalresources and a precise employer branding management process. In this paper, the target is to define a possible frame in order to interpret employer branding techniques as control and regulation mechanisms. Control in organizations has long been a topic of interest for researchers and practitioners, alike who generally recognize that control mechanisms are needed to ensure that organizations may achieve their goals. It has been carried out a field work on the Italian Aeronautical Meta district, that generates annual revenues equal to EUR 8.7 billion and employees 36,300 people, of whom approximately 10% are employed in the space sector. Through this field work, the intention aim is to understand if and how employer branding may create, enforce, and set up internal and shared meaning and values. In particular, stemming from the empirical research’s evidences, this paper tries to conceptualize employer branding as a factor to persuade and influence the way that organizational actors enact in a socially constructed context. In this effort, the aim is to understand how managers may affect meanings, values, goals, and opinions through an effective action on employer branding that can play a crucial role in affecting sense-making processes, meanings, interpretations of the symbolic environment. The paper therefore opens up to new horizons, since it embraces a new application for employer branding, considering it as a modern control system and proposing an innovative approach in managerial control, founded on organizational identity as a key concept in an organizational citizenship’s perspective.

Chapter 8 e-Recruitment: From Transaction-Based Practices to Relationship-Based Approaches

Abstract: The Internet has already impacted the recruitment process. The development of Web 2.0 offers new perspectives to recruiters. Are Web 2.0 practices revealing new e-recruitment strategies? We first connect the resource-based view (RBV) and the social network theory (SNT) respectively with Web 1.0 and Web 2.0. Then we present the results from an exploratory study conducted among recruiters in software and computing services companies. It appears that the use of Web 1.0 is generalized but insufficient. Web 2.0 is used by firms to develop employer branding and reputation and to create new relationships with potential applicants. In conclusion, we adapt Ruel et al.'s e-HRM model to obtain a global view of e-recruitment issues.

Employer branding: Attracting and retaining talent in financial services

Abstract: This study develops and investigates a framework for better understanding employer branding. More specifically, the overall purpose is to provide a deeper understanding on how employer branding is ...

For-profit or non-profit brands: Which are more effective in a cause-related marketing programme?

Abstract: The aim of the present study is to investigate the role of awareness of for-profit versus non-profit brands in consumers’ perception of cause-related products linking two brands in a co-branding strategy. The intention is to determine which partner's brand awareness plays the most important role in improving positive perception of the cause-related programme and product in branding initiatives of this kind. The study has a 2 (profit brand awareness: high; low) × 2 (non-profit brand awareness: high; low) between-subject experimental design. The results reveal significant interaction between awareness of for-profit and non-profit brands in defining consumers’ willingness to pay for the cause-related product and the key impact of awareness of the two partner brands on the likelihood that consumers will make a purchase.