Employer branding

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

Brand development: How design can add value

Abstract: The current economic climate has forced businesses to exploit the potential of their existing brands. The relevance of design in this process is particularly evident in the areas of brand extension, new brand development and international marketing because design recognises the power of a brand's visual equities. This paper considers how design addresses these issues.

Factors influencing employer branding: Investigations of student perceptions outside metropolitan regions

Abstract: Purpose Companies have to consider people as one of the most important resources. Especially, the combination of demanding work and academic workers requires activities with regard to employer branding. An employer brand is an intangible asset that allows companies to look for motivated and capable employees (Hillebrandt, 2013). Consequently, the concept of employer branding can be used (Brickson, 2005; Heilmann et al., 2013). The purpose of this paper is to supplement the first empirical investigations with students as new employees (e.g. Daniel et al., 2015) by the perceptions of potential employees in less powerful, i.e. more rural, regions. Design/methodology/approach This paper summarizes existing findings and enhances two empirical investigations of 431 students of a technical university in a medium-sized city and 211 students of a university of applied sciences in a rural region in Germany. The data collection and analysis will focus on different methodical alternatives of identifying important drivers and dimensions of employer branding, as well as identifying different groups of potential employees and gender differences. Findings The paper highlights the need of the underrepresented but successful consideration of group specific analyses and following strategies in case of employer branding. The existing approaches of the establishment of an employer branding concepts can be improved through more suitable strategy elements when the addressees are better known. Originality/value The findings allow new insights, especially to smaller regions and companies and the awareness of group-specific analyses in general and in case of the development of an employer branding concept.

Employer Branding and Employee Loyalty in Hotel Industry

Abstract: The increasing competition for hiring and retaining the best employees has led the organizations to strategize on building a strong brand name as an employer. Research evidences have shown that a strong brand can be a company's most valuable asset, by increasing employee loyalty leading to lowering turnover and helping employers to stand effectively in the increasingly competitive job market. Externally, the employer brand functions to attract employees and create positive associations and enhance corporate image whereas, internally the employer brand generates value by creating a unifying and strong culture as well as increased employee satisfaction and commitment finally leading to employee loyalty (Edwards, 2010). In fact, the employer brand is embedded within theory of psychological contract; it impacts employee organizational relationship and also job motivation and satisfaction (Backhaus and Tikoo 2004). Therefore, the correlation between employer branding and the loyalty is found to be positive based on the commitment of the employees towards employer. This assumption has led the researcher to conduct a research on the relationship between the employer branding and employee loyalty in one of its most relevant service sector i.e. hospitality industry representing Ashok Group of Hotels and Taj Group Hotels from Northern India. The present study has adopted employer branding as multidimensional construct and in context of hospitality sector, the research has explored six dimensions of employer branding, which is found to be efficiently practiced by the hotels under reference. The research also points out that employer branding impacts employee loyalty positively. The study also generates a scope for another comprehensive exploratory study for the identification of variables other than employer branding that influence the employee loyalty.

Impact of Employer Branding on Employee Engagement in BPO Sector in India With the Mediating Effect of Person-Organisation Fit

Abstract: With human capital emerging as a sustainable source of strategic advantage organisations are focusing on developing employee value propositions which consistently engage their workforce so that they can proactively contribute towards the achievement of organisational goals. This research investigates the impact of employer branding strategy (a mechanism used by organisations to engage competent talent) on employee engagement whilst simultaneously measuring the mediating effect of person-organization (P-O) fit. The study analyses a sample of 296 employees working in the BPO sector (offshore call centres) in India. The proposed model is tested with the help of structural equation modelling. The findings of the research highlight that employer branding has an affirmative relationship with P-O fit and employee engagement. The findings also reveal that P-O effect has a partial mediating effect on the relationship between employer branding and employee engagement. It can be deduced that employer branding is a comprehensive strategy which can be used by employers to engage employees. Thus, in a global economy where a talented workforce is scarce and has plenty of choices available to them, firms can use employer branding as a strategic opportunity to enhance employee engagement.