Employer branding

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

Employer branding in the agricultural sector: making a company attractive for the potential employees

Abstract: Th e specifi city of the agricultural sector (seasonality, the methods of obtaining human resources and so on) aff ects the situation in the labour market. Th e demand of agriculture companies for qualifi ed workers is relatively high; unfortunately, people still prefer to work in the related or other fi elds where they have more suitable work conditions related. Building the brand of the employer, improving the awareness of the public and increasing the loyalty of the present employees can raise the off er of vacancies and obtain new qualifi ed employees. Th e aim of the paper is to identify the benefi ts of human resource branding in businesses arising therefrom. A partial aim is to identify the present key managerial challenges of agriculture businesses. In the work, the data collected from a questionnaire survey (n = 108) were used together with the information from the Czech Statistical Offi ce, in the opinion of which the labour market in the agricultural sector does not exhibit a positive trend. As a part of the evaluation, a factor analysis was carried out identifying three categories of benefi ts (the stabilisation of workers, organisational processes, and other benefi ts) crucial for the employer branding in agriculture.

Internal employer branding as a way to improve employee engagement

Abstract: In the turbulent environment of modern business, attracting and retaining valuable human resources have become one of the main means of competitive edge. The satisfaction of current employees and talent retention are essential elements of organizational success. Against this background, this study aims to examine whether the process approach to internal employer branding, including internal branding activities (IBA) and conducting intra-organizational research (CIR), allows for the improvement of the current employee involvement. The study used the method of regression analysis. In addition, a survey was used as to collect necessary data. The sample included 120 personnel, selected by a convenience sampling method. In the light of the conducted analysis, it was confirmed that CIR significantly increases the employee value proposition (EVP). Likewise, IBA directed at current employees has a significant impact on EVP shaping. In this context, assuming EVP as a measure of employee involvement, it has been shown that the adoption of a process approach to employer branding can lead to the improvement of the current employee commitment and productivity. Thus, employer branding seen as a process in line with the human resource management and corporate strategy can contribute to building a competitive advantage.

Calibrating your brand image measurement technique by utilising empirical generalisations

Abstract: Brand image measurement is arguably one of the most important market research studies that a firm can undertake. It assists marketing departments to understand perceptions of their company and products. Unfortunately, few of the rules that guide the design of brand image measurement tools have been based on sound research. The authors review what is currently done in brand measurement studies in industry and then question the lack of use of marketing knowledge in their design. This conceptual paper reviews empirical research into the development of brand measurement tools. It proposes a guide to instrument design based on the empirical research reviewed.

Role of social media in building image of an organization as a great place to work

Abstract: Employer Branding is known as an approach to communicate to external and internal audiences what makes an organization a great place to work. Marketing of an organization as a great employer occurs via different media sources. Employer branding via social media has recently gained attention, however the use of social media for promoting products and services of an organization is quite known now. Even though social media has been recognized as one of the most promising medium, there is lack of understanding the role of social media in building image of an organization as an employer. The paper studies the scope of use of social media for employer branding purposes. The paper provides a conceptual framework of how social media affects an employer brand and its potential impact on job applicants’ intentions to apply in the organization. As managerial implications, the marketers should now also include social media in addition to company brochures, company websites etc for providing information to prospective candidates about the job openings, organization culture, benefits provided etc. Employer branding through social media helps an organization to select employees from a wide range of applicants as a majority of youth is present on social media. I: INTRODUCTION In the “war for talent” many companies are trying to sharpen the way they market themselves to the recruits, by applying branding techniques to recruitment. Branding in the field of Human Resource Management has recently received attention. Ambler and Barrow (1996) first discussed branding in the field of people management and termed it “Employer branding”. They defined it as the “package of functional, economic, and psychological benefits provided by employment, and identified with the employing company”. Employer branding represents organization’s efforts to communicate to both external and internal audiences what makes it different and desirable as an employer. It describes how an organization markets what it has to offer to both the current and potential employees. Organizations today are competing for talented employees the same way they are competing for customers. Marketers have developed ways to attract, communicate effectively and retain customers. Employer branding is about applying similar techniques for recruitment and retention of employees. “It is a set of attributes and qualities, often intangible that makes an organization distinctive, promises a particular kind of employment experience and appeal to those who will thrive and perform best in its culture” (Chartered Institute for Personnel and Development; 2009). According to research insight CIPD; 2009 there are three main reasons why employer branding has gained attention in the recent past. Firstly there has been a rise in importance of brand as a social concept. Secondly HR professionals continue to seek for credibility and strategic contribution. Thirdly due to tight labor market conditions where unemployment remains low and skills shortage continues. Employers therefore compete for talented employees via different ways. Organizations that operate in such tight labor market conditions are continuously looking for new ways to attract talented employees. Promoting an