Employer branding

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

The relationship between employer branding, corporate reputation and intention to apply to a job offer

Abstract: Purpose Employer branding is a topic that has gained relevance in the organisational world. Currently, organisations need to differentiate themselves, and one of their biggest challenges is the search and retention of talent. One of the factors that have been associated with attracting talent is employer branding. However, studies that explore the relationship between this, corporate reputation and the intention to apply for a job are scarce. As such, this study aims to analyse the mediating role of corporate reputation in the relationship between employer branding and the intention to apply for a job offer. Design/methodology/approach To achieve the goals, data were collected from 225 Portuguese adults. The response rate was 75%. Based on a survey, respondents reported their perceptions of employer branding of a specific organisation, and they rated the organisation’s reputation and their intention to apply to that organisation. Findings The results showed that employer branding (interest value; social value; economic value; development value; application value) positively influenced an organisation’s corporate reputation, which, in turn, increased an individual’s intention to apply for an employment offer in that organisation. Originality/value The present study is a contribution to the literature on employer branding, as it reinforced the importance that employer branding and corporate reputation play in the intention of applying for a job offer.

“Employer Branding”: Análisis de técnicas de atracción y retención del Talento Humano con mejores resultados en las Organizaciones

Abstract: The importance of the relationship between organization and employees has gained great importance in recent times, for this reason organizations have been given the task of recognizing all those tactics and practices that can attract and retain human capital within the labor market. The development of the Employer Brand allows to detect those aspects that generate a better perspective, image and a good reputation on the part of its employees and all human capital interested in the value proposition offered by the organization. This research was conducted through an analysis of scientific and gray literature which were found through Google Scholar. The results of this research showed that factors such as the good image of the organization, the benefits of training, professional development, equality and diversity and good remuneration for their work are essential for the attraction and retention of human talent. It was concluded that the motivation on the part of the organization towards its employees, from these different benefits can help to create a good image or Employer Branding that benefits the organization and its human capital.

What is the future of employer branding through social media? : a Delphi study among academics

Abstract: Employer branding has become very popular among Human Resource (HR) professionals because it offers the possibility for them to think strategically on promoting the organization as an Employer. It is defined as a long term oriented strategy of any given company, aimed both at building a unique and desirable employer identity and managing the perceptions of perspective and current employees, in order to gain competitive advantage. Recently, with the increase use and dependency on internet, companies have started to gain more interest in the possibility of using the World Wide Web (WWW) for business purposes. Such is the case for employer branding strategies which have been present on some social media platforms. Social media is defined as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content” (Kaplan and Haenlein 2010, p.61). Previous research and real life evidence shows that from year to year the numbers are increasing as regards to the usage of social media for branding; still, there is still little research that tackles the future of these issues. The goal of this study aims at understanding if there is future for employer branding through social media. Therefore the research question is: What is the future of employer branding through social media, in the view of Academics?

Compositioning — the paradigm-shift beyond positioning

Abstract: Marketers are realising that existing marketing strategies — Unique Selling Proposition (USP), positioning, brand personality etc — are no longer sufficient to create a sustainable competitive advantage in the emerging marketplace of the next millenium.