Topic
Employer branding
About: Employer branding is a research topic. Over the lifetime, 1555 publications have been published within this topic receiving 54897 citations.
Papers published on a yearly basis
Papers
More filters
TL;DR: In this article, the authors argue that employer branding can contribute significantly to the employer self-knowledge and verify their self-perception as well as serve to improve the image the company aims at creating only if the employer-employees communication becomes a dialogue.
Abstract: The present article aims at discussing the value of employer branding, a relatively recent phenomenon in the field of company communication practices, which can be treated as an attempt to develop a dialogistic type of relationships between company employers and employees. The former use this communication strategy to attract quality workers and to retain the currently employed. For the latter it is the means to evaluate their employer by means of all kinds of suggestions, innovative remarks as well as comments, both positive and negative impacting the employer’s image and reputation. As such employer branding may be treated as an important source of information for the employer about their management strengths and weakness, especially as far as their Public Relations (PR) practices are concerned. The author of the present article argues that employer branding can contribute significantly to the employer self-knowledge and verify their self-perception as well as serve to improve the image the company aims at creating only if the employer-employees communication becomes a dialogue. It implies that the communication between them must be founded on humanistic values which means that both parties treat each other with due respect, the information provided by the employees is neither manipulated nor distorted, and the employer acts as an active listener
8 citations
01 Dec 2011
TL;DR: In this paper, the use and validity of perceptual mapping as a tool for employer positioning from a human resources management standpoint is investigated, based on the identification of singular attributes specific to every employer, and the incremental value that perceptual maps can offer to the development of a value proposition.
Abstract: This study investigates the use and validity of perceptual mapping as a tool for employer positioning from a human resources management standpoint.The main objective of this research aims at assessing the potential use of perceptual maps for employer positioning. Hence, based on the identification of singular attributes specific to every employer, this study tends to evaluate the incremental value that perceptual maps can offer to the development of a value proposition. Results show potential for the use of perceptual mapping within an Employer Branding context. Theoretical and practical recommendations concerning the application of this technique close the paper.
8 citations
TL;DR: The authors examined the role of corporate brand as a catalyst for change during a corporate turnaround in a South African bank and found that corporate branding success depends on a clear master plan, leadership, internal communication and alignment, external alignment and successfully overcoming resistance to change.
Abstract: In our case research we examine the role of corporate brand as a catalyst for change during a corporate turnaround in a South African bank. Our examination of the processes and practices employed by the bank in its corporate branding efforts broadly supports the views found in extant theory. In particular we find that corporate branding success depends on a clear master plan, leadership, internal communication and alignment, external alignment and successfully overcoming resistance to change. We contribute a deeper understanding of the processes and practices of corporate branding in a field where normative approaches are generally privileged over accounts of how corporate branding unfolds in practice.
8 citations
01 Jan 2019
TL;DR: In this paper, the authors empirically explored the impact of organization's branding on employer attractiveness in Indian companies, using correlation technique, factor analysis, and stepwise regression techniques to establish the influence of employer analytics on organizational attractiveness.
Abstract: Disruptive trends continue to create opportunities for organizations to quickly develop new capabilities and gain a competitive advantage. Employer branding and organizational attractiveness have garnered considerable research attention over the years owing to their significance in disruptive economy. Digitalization, global development, technological advancements, and greater dependence on data analytics have significantly accelerated market disruption, causing difficulties for employers in attracting employees in competitive advantages. For organizations, it is necessary to remain competitive; to this end, employers do a number of exercises to retain and attract employees. The aim of the research paper empirically explores the impact of organization’s branding on employer attractiveness in Indian companies. Thus, 300 employees employed in various companies in India were surveyed. This paper uses correlation technique, factor analysis, and stepwise regression techniques to establish the impact of employer branding analytics on organizational attractiveness. Results suggest that branding analytics positively and significantly relates to companies’ attractiveness. This paper offers deeper insights into the link between both of the variables, makes association between aspects and dimensions of the aforementioned constructs, and in doing so, provides significant implications for both researchers and practitioners. Findings of the study could help practitioners identify employer branding dimensions influencing organizational attractiveness the most. Practitioners could, with such knowledge, incorporate the most influential dimensions of employer branding in organizational culture.
8 citations
TL;DR: The importance of image has been shown to affect not only sales volume but also the price that customers will pay for the products and services offered as discussed by the authors, and successful investors such as Warren Buffett have long recognised the value of strong brand names and buy stocks partly on the basis of image.
Abstract: Corporations and other organisations have come to realise the importance of a strong image. Many corporate studies have shown an association between image, purchase intent and sales revenue. Image has been shown to affect not only sales volume but also the price that customers will pay for the products and services offered. With respect to stock selection, successful investors such as Warren Buffett have long recognised the value of strong brand names and buy stocks partly on the basis of image.
8 citations