Employer branding

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

Brand value: The future

Abstract: This paper looks at the concept of brand equity and its role in financial reporting, management accounting and brand management.

Social media, a communication tool for employer attractiveness criteria in the employer branding concept: an exploratory study

Abstract: This study explores what attracts talents to organizations in the employer branding concept. In-depth interviews with master students revealed 88 attractiveness criteria, offering valuable insights into what information is sought by talents and what they perceive as an attractive employer. The instrumental-symbolic framework was used to structure the criteria. Because of the increased and worldwide use of social media, this study also investigates how social media can be used as a communication tool for the employer branding attractiveness criteria. Therefore a conceptual framework was developed and tested. To select the organizations for the testing an extensive selection method was used. First organizations from different Fortune 500 rankings were selected. Next, they were tested on their social media activities and finally they were tested on the strength of their employer branding activities. Results show that social media page(s) were missing attractiveness criteria and that improvements can be made. This study contributes to scientific research by providing new insights into the usages of social media as a communication tool for employer branding. The discussion reveals theoretical and managerial implications as well as future research opportunities

The global legal landscape in business-to-business brand management

Abstract: The vast majority of legal issues reported in the media involve consumer advertising and promotion rather than business-to-business (B2B) marketing. But while it is therefore not surprising to see fewer brand protection issues surface in B2B marketing, many of the issues having an impact on consumer marketing apply equally within the minefields of B2B marketing. This paper will discuss some of the more problematic challenges and suggest ways to minimise the associated risks.

From practices to processes : high performance work systems and integrity

Abstract: Organizations show growing concern with the steady decline of engagement by workers, which is echoed by annual surveys. The results make the headlines of magazines and websites targeting managers and HR managers. According to a 2009 Corporate Leadership Council Study (CLC, 2010), 25 percent of HIPOs employees declared the intent to leave their present employer in 12 months. AON Hewitt, in its Trends in Global Employee Engagement (2010), showed that the global engagement score was 56 percent, down four percentage points from 60 percent in 2009. Even during times of a tough job market, employees voice their resentment with organization policies and HRM practices which do not seem to be as effective as they were designed to be. Still, companies are putting in extraordinary efforts and increasing their investment in HRM strategies aimed at developing engagement, like employer branding initiatives, increased communication, and talent management policies.