Employer branding

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

Employees or consumers? The role of competing identities in individuals' evaluations of corporate reputation

Abstract: The purpose of this paper is to investigate the manners in which the employee and consumer identities interact to shape individuals perceptions of corporate reputations in well-established market economies (Australia and Italy) and transition countries (Bulgaria and Russia).,The study utilises a within-subjects repeated measures design. The data were collected from 892 subjects in Australia, Italy, Bulgaria and Russia. The hypotheses were tested using structural equation modelling.,In established market economies, individuals tend to have very distinct identities as employees or consumers, and make different evaluations of corporate reputations depending on the chosen identity. In contrast, in transition countries, the consumer identity prevails over the employee identity and therefore job seekers tend to “follow” their consumer values in forming value judgements of companies.,The study makes two key contributions to current debates in employer branding and stakeholder management research. First, it contributes to theory and practice in employer branding by developing and testing a model of the interaction between consumer and employee identities in defining individuals’ perceptions of corporate reputations. Second, it contributes to stakeholder theory by investigating consumption and job-search from an integrated perspective rather than as separate and unrelated processes.

Exploring employer branding to enhance distinctiveness in higher education

Abstract: The purpose of this paper is to offer a methodological contribution to empirical studies on employer branding in higher education, exploring a framework to measure organizational attractiveness of higher education institutions and identifying particular features of employment experience that are most manifested, valued by and significant to their employees Specifically, this paper reports the results of research undertaken in 19 Lithuanian higher education institutions (N = 1105) applying an 11 dimensional 67-item Organizational Attractiveness Extraction Scale (OAES) The findings indicate that work in academia is predominantly driven by interesting, intellectually challenging work, attentive supervision and good relationships This study corroborates the findings of previous research that higher education institutions face lowering salaries, increasing work load and occupational stress, and deepening culture of mistrust The paper also aims at operationalizing labor market identities of higher education institutions as a meaningful strategy for establishing distinctiveness and developing employer branding strategies To that end, cluster analysis based on employee perceptions of employment experience in higher education institutions has been carried out and produced four attitudinal segments, and, consequently, derived four groups of organizational identities The study also demonstrates that data does significantly differentiate between types of higher education institutions, ie surveyed universities and colleges Implications and recommendations for the employer brand development in higher education are presented

Branding in the Asian context: a Malaysian perspective

Abstract: Purpose – The purpose of this paper is to present a compendium of small research studies that have been conducted in Malaysia. Issues of branding and its related constructs have gained widespread recognition amongst practitioners and academics in this country.Design/methodology/approach – Inter alia, this paper examines six facets of branding across different industries and contexts. The first study examines issues of branding in the Islamic financial services. The second paper investigates airline brand reputation. The third paper explores employer branding in the context of hotels. The fourth study explicates online brand personality in the banking sector. The fifth project evaluates the aspect of brand loyalty in the telecommunication industry and the final paper unfolds the industrial brand loyalty and ethical brand.Findings – The paper highlights six findings across six different industries in Malaysia.Originality/value – The paper gives a Malaysian perspective on branding in Asia.

Employer branding and work engagement in non-bank financing company

Abstract: This research was conducted to determine whether employer branding has a relationship with work engagement in a private company in the field of non-bank financing. The population of this research is the workers of a national private company engaged in the field of non-bank financing, especially the head office workers located in Jakarta. The number of samples of this study were 117 people, consisting of 62 men and 55 women with an age range of 20-67 years (Mean = 28.13; SD = 5.849). The method used is quantitative with stratified sampling technique. The research instrument used was the Employee Attractiveness Scale (EmpAt) (α = .956; 20 items). Whereas to measure the Work Engagement using Utrech Work Engagement Scale (UWES) (17 items; α = .896). The analysis carried out is a simple linear regression, t-test and one-way ANOVA. The results of this study found that Employer Branding had a significant positive effect on Work Engagement (F (1.115) = 50.333; β = .552, r = .552; R2 = .304; P <.001). Employer branding can be a strategy for companies to identify the needs of current and future workers, and build an image as a company of choice for work, so as to increase employee engagement with the company and its work.