Employer branding

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

Importance-performance analysis as a tool to guide employer branding strategies in the IT-BPM industry

Abstract: Based on attribute research in marketing, importance-performance analysis (IPA) provides a useful analogy to examine employer branding concepts. The purpose of this paper is to use IPA to evaluate employees’ perceptions of important employer value proposition (EVP) attributes and their corresponding psychological contract fulfillment scores. IPA is applied to 40 EVP attributes and their corresponding EVP dimensions – “Economic Value”, “Development Value”, “Social Value”, “Work Value” and “Employer Reputation.” Further, the paper examines the difference between highly engaged and less engaged employees in their relationship to importance and fulfillment of the five EVP dimensions.,Data were drawn from information technology-business process management employees (n=520) in India through a questionnaire survey. The IPA matrix was used to plot the importance and fulfillment scores. Independent samples t-test was used to assess the difference between high and low engagement scores.,The results indicate that several EVP attributes fall within the “Concentrate Here” quadrant that requires more focus. With respect to EVP dimensions, social value needs focus; economic value received “Low Priority”; and work value and employer reputation are identified as “Potential Overkill.” The findings also suggest that, organizations should engage employees across all dimensions, by both prioritizing and fulfilling their obligations promptly.,The study highlights the need for HR practitioners and academicians to draw insights from attribute research in marketing to effectively devise the employer branding strategy of individual organizations.,This paper is the first of its kind to apply IPA to EVP attributes, which contributes to the growing literature on employer branding.

Factors influencing the job search and job selection in students of Generation Y in the Czech Republic in the employer branding context

Abstract: The factors influencing job search and job selection are related to employer branding, employer’s position and employer attractiveness on labour market. These factors make employer branding. A conception of employer branding is hot issue not only in scientific research area. The employer branding can be divided into internal and external branding. The main goal of this article was to discover the factors influencing the job search and job selection based on the gender of the respondents and the type of faculty in the employer branding context. The students of Generation Y introduced a research sample of respondents. The primary data was acquired by structured questionnaire targeted at selected students of Generation Y in the Czech Republic. The total number of respondents was 655 students. Two research hypotheses and one research question have been defined. An analysis was realized using statistical software IBM Statistical Package for Social Science (SPSS) Statistics 23 and Microsoft Excel 2013. The verification of the research hypotheses was performed by the statistical method of the Two-sample t-Test for equal means. The research results discovered the findings that the mean perceptions of the factors influencing the job search and job selection: (1) were as the same for females and males, (2) were as the same for Generation Y students of the Faculty of Humanities (FHS) and Faculty of Management and Economics (FaME). Information about potential employers in the employer branding context was also investigated. The most frequent information about potential employers was information about job position and working conditions.

A comparative study of American and Japanese company brand icons

Abstract: This study examines brand icons and investigates their similarities and differences across two cultures, American and Japanese. A methodical analysis of both Japanese and American company and brand icons was undertaken using the normative design criteria for effective brand mark design reflected in the marketing literature. Research outcomes show that American and Japanese icons diverge in the proportion of letter mark icons, pictorial elements representative of benefits and conceptual similarity with the company/brand name, with no significant difference in the use of interactive imagery. In addition, American icons tend to be more balanced, more asymmetric, complex in design and more likely to be concrete.

Look who's co-creating: employer branding on social media

Abstract: Web2.0 changes the way information, services and products are created. Companies engage with consumers in a process of co-creation to invent, shape and generate added value. This trend has been labelled Enterprise 2.0. This interdisciplinary study joins the fields of Infor-mation Systems, Marketing and Human Resource Management and provides an insight into how the models of value-, product- and service co-creation can be applied to the domain of employer branding. Based on the DART-model of value co-creation a qualitative multi-case study investi-gates how social media usage contributes to co-creation of employer brand. The study reveals unexpected trends, paradoxes and potential conflicts, and provides suggestions for further re-search. The paper highlights the lack of Dialogue between employer and employee; new ways of Accessing information by employees outside the control of the employer; the uncertainty of ben-efits and Risks of employee involvement in brand creation; and increased Transparency through inclusion of new participants in the employer brand creation process: alumni and customers. The study identifies an emergent shift of power to control and create information from the or-ganization towards employees and consumers and links this power shift to social media use by organisations and their employees.

Can Organizations Leverage Employer Branding to Gain Employee Engagement and Reduce Turnover Intention? An Empirical Study with Organizational Trust as a Mediator:

Abstract: Employee engagement (EE) and turnover intention (TI) are significant goals to pursue for all vibrant organizations. To pursue these goals, organizations need to differentiate itself from other orga...