Topic
Employer branding
About: Employer branding is a research topic. Over the lifetime, 1555 publications have been published within this topic receiving 54897 citations.
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01 Jul 2019
TL;DR: In this paper, the impact of employee branding on job engagement and organizational commitment in Indian IT companies was examined empirically, and a strong positive association between employer branding and job engagement was found.
Abstract: This article seeks to empirically examine the impact of employee branding on job engagement and organizational commitment in Indian IT companies. The data was collected from 250 employees employed in various companies in Indian IT companies. Results revealed a strong positive association between employer branding and job engagement, job engagement and organizational commitment, and employer branding and organizational commitment. Further, job engagement showed a partial mediating effect on the link between employer branding and organizational commitment. This is the first empirical investigation to simultaneously examine associations among employer branding, job engagement, and organizational commitment. Practitioners could, with such knowledge, incorporate the most influential dimensions of employer branding in organizational culture.
8 citations
01 Jan 2013
TL;DR: In this article, the authors present a scenario where companies are faced with problems concerning the attraction and retention of talented employees, due to the shortage of individuals with competence in the workforce.
Abstract: Problem: Companies are facing problems concerning the attraction and retention of talented employees, due to the shortage of individuals with competence. Employer Branding is a relatively new conce ...
8 citations
02 Apr 2019
TL;DR: In this article, the authors investigate the impact of employer branding practices on job engagement in banking sector of Uttarakhand and find that only five out of the five employed people engaged in the job engagement were employed by the same employer.
Abstract: The purpose of this study is to investigate the impact of employer branding practices on job engagement in banking sector of Uttarakhand. Further, based on the existing literature, only fiv...
8 citations
10 Feb 2021
TL;DR: The COVID-19 pandemic is disrupting the world of work as discussed by the authors and many companies must first readjust to the current circumstances, which involves a determined digitalisation of employer branding procedures and the adaptation of the employer brand communication both to the needs of the target groups and the requirements of the digital processes.
Abstract: The COVID-19 pandemic is disrupting the world of work. While before the pandemic most employees worked in an office, many employees are now experiencing hybrid workplaces and accelerated digitalisation on the job. These changes demand new leadership concepts and individual support for every single employee. Likewise, the employer branding of companies must undergo changes and be tailored to the novel situation. However, many companies must first readjust to the current circumstances. This involves a determined digitalisation of employer branding procedures and the adaptation of the employer brand communication both to the needs of the target groups and the requirements of the digital processes.
8 citations
TL;DR: In this article, the authors examined the intellectual and operational conditions that created modern theories of marketing and branding to show that developments such as increasing consumer empowerment are not a threat to the foundations of branding.
Abstract: The Call for Papers of this Special Issue introduced its theme by saying that: ‘Increasing consumer power, accelerated by the meteoric rise of social media, threatens the foundations of branding’. This article examines the intellectual and operational conditions that created modern theories of marketing and branding to show that developments such as increasing consumer empowerment are not a threat to the foundations of branding. They are a threat to the foundations of an outdated and incoherent theory of branding: the persuasion paradigm, defined broadly here as the quest for the skills needed to ‘make the customer do what suits the interests of the business’. The article shows how, far from helping build brands, the persuasion paradigm has led marketers to misallocate resources, undermine customer trust and fail to recognise far-reaching changes in the marketing environment – especially the rise of a new and separate market for decision-support services; the market for ‘better decisions’ as well as ‘better products and services’. By discarding the persuasion paradigm and reorienting brands as information services, marketers can regain the high ground of consumer trust and value.
8 citations