Employer branding

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

Employer Branding Strategies Effects on Job Pursuit Intention of Business School Undergraduates: Case Study of Oil Companies in Indonesia

Abstract: Employers in Indonesia must set themselves apart from competitors to attract high quality graduates from the university since the competition for talent is so high. Therefore, employer needs to increase the value of company as a good employer by conducting early-recruitment branding strategies. This study aims to examine the impact of employer branding strategies and perceived job attributes of employer image towards organizational prestige and job pursuit intention. This paper also reveals the differences between those variables, which carried out by two oil companies in Indonesia with differ-ent characteristics. The one is state-owned oil company, and another one is multinational oil compa-ny. The respondents of this study are undergraduate students of Faculty of Economics and Business in one of the reputable university in Indonesia. Using structural equation modeling method, the results show that for state-owned oil company, word of mouth endorsement is the most significant dimension affecting perceived job attributes of employer image. While for multinational oil company, advertis-ing is the most significant dimension affecting perceived job attributes of employer image. Three of four employer image dimensions (working atmosphere, payment attractiveness, and task attractive-ness) influence organizational prestige, which in turn influences job pursuit intention for both compa-nies. The paper discusses the implication of the results for academic and company in the oil industry. Research paper Reference to this paper should be made as follows: Devina. M., Astrini, M. R., Syaebani, M. I. (2016). “Employer Branding Strategies Effects on Job Pursuit Intention of Business School Under-graduates: Case Study of Oil Companies in Indonesia”, Journal of Entrepreneurship, Business and Economics, Vol. 4, No. 2, pp. 1–39

Choice Between Salary and Employer Brand: The Roles of Materialism and Inclination to Develop an Identity-Motives-Based Relationship With an Employer Brand.

Abstract: Despite recent interest in individual differences in psychological meanings of consumer brands, the concept of psychological employer brand as a factor independent of particular brands has not been examined. Drawing on an instrumental-symbolic framework, person-organization fit literature, and theory and research on salary and materialism, and combining consumer brand approaches with motivated identity construction theory, we examine the role of materialism and identity-motives-based inclination for the self-employer brand relationship in the situation of a dilemma between two job offers: one proposed by a strong employer brand with an unattractive salary and one from a subjectively weak brand with an attractive salary. A homogenous sample of 101 university students in academic fields related to financial careers participated in a quasi-experimental study. We found that participants preferred the offer from the weak employer brand with an attractive salary compared to the strong employer brand with an unattractive salary; however, supporting our hypothesis, those who preferred this offer anticipated lower job satisfaction. Following expectations, materialism negatively and inclination for self-employer brand relationship positively predicted preferences and evaluations of the unattractive salary offer proposed by the strong employer brand. However, materialism negatively predicted anticipated job satisfaction regarding this offer, as well as positively predicting evaluation of the weak brand with attractive salary job offer. Despite all the detailed hypotheses not being supported, the findings confirm the role of materialism in job offer preference and introduce the inclination to develop an identity-motives-based relationship with an employer brand as an important factor in reactions toward different employer branding recruitment strategies. We discuss the results in light of previous theories and research on person-organization fit, materialism, and brand effects, and consider potential short- and long-term outcomes of recruitment strategies.

HRM 4.0 and the Shifting Landscape of Employer Branding

Abstract: The pace of transformation in the business landscape has made it mandatory for the human resource function within the organisation to evolve, adapt and adjust to the demands of the marketplace. This chapter focuses on HRM 4.0 and the change in employer branding strategies due to rapid increase in digitalisation, for example, through analytics and big data. A conceptual framework is provided that links HRM 4.0 with employer branding strategies.

An empirical assessment of employer branding as a form of sport event sponsorship.

Abstract: The purpose of this paper is to expand and test Backhaus and Tikoo’s (2004) employer branding (EB) conceptual framework from the perspective of internal EB in a sport event sponsorship context.,This study developed a set of hypotheses, which were tested in the context of a business-to-business multinational organization’s sport event sponsorship project. Empirical data were collected from 716 employees of the case company after the sponsorship project was complete.,The results support all the hypotheses and reveal that a sport event sponsorship project can act as a means to achieving EB goals in the investigated context.,The sample of the study was limited to the existing personnel of one case company. The study measures the effects at a single point in time, thus the findings should be validated with longitudinal research design.,The results propose that companies can benefit from integrating sport sponsorship with internal EB. Practitioners are advised to create sponsorship projects that involve current employees effectively.,The study adds to the literature by being among the first empirical studies to have tested the effects of EB among current employees via a sponsorship project.