Employer branding

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

Exploring HR practitioners’ perspective on employer branding and its role in organisational attractiveness and talent management

Abstract: © 2017, © Emerald Publishing Limited. Purpose: The latest research in the field of employer branding highlights a mix of marketing principles and recruitment practices, based on the concept that, just as customers have perceptions of an organisation’s brand, then so do other stakeholders including employees. However, the emphasis has been on organisations, which predominantly operate in developed countries typically with Westernised-individualistic cultures. This paper aims to investigate employer branding for service organisations’ image and attraction as an employer in a non-Western culture. Design/methodology/approach: This study examines the perceptions of human resources’ professionals and practitioners on the role of employer branding in employer attractiveness and talent management, within Mauritian banking sector. The data collection for this qualitative study involved semi-structured interviews with senior managers from Mauritian banking organisations, including multinational enterprises, small business unit banks and Mauritian banks. Findings: Analysis of the findings showed that organisations, and banks in this case, are increasingly competing to attract highly skilled personnel in various professional areas; therefore, those organisations that attract the best talent will have a distinct edge in the marketplace. Furthermore, findings from the semi-structured interviews with senior managers suggest that employer branding remains at the embryonic stage within the Mauritian banking sector; therefore, a clear need exists for a more developed strategy. Research limitations/implications: The outcomes of this study call for re-engineering with regards to managerial collaboration in organisations for the successful design and implementation of the employer branding strategy. The empirical findings from the Mauritian banking sector show that the strategic position occupied by the human resource function is still at an embryonic stage as regards with the competitiveness of banks as service organisations. Practical implications: The study presents a need for the development and maintenance of long-term collaborative and trust-based relationships between the human resource and marketing functions. Originality/value: The insights provided through this study addresses the dearth of academic research on employer branding on the African continent while providing invaluable information from a human resource professional perspective.

Internet marketing the news: Leveraging brand equity from marketplace to marketspace

Abstract: Can established newspapers leverage their offline brand equity to the online edition in order to create visits and page views? This question is key for publishers, as they are now facing a change only comparable to the advent of the printing press in the 15th century. In the present study, both cross-sectional and time-series analyses are applied to 12 Spanish newspapers. The findings indicate that brand equity in the marketplace can be efficiently leveraged into the marketspace. Online readership depends both on offline popularity and on the profile fit between the typical Internet user and the typical offline reader of the newspaper. The digital market dynamics are uncovered by persistence modelling of visits, page views and brand choice for each newspaper. First, the total number of visits initially evolves, but later stabilises. In contrast, page views continue to evolve as usage depth increases over time. Finally, brand choice is stable and proportional to the brand equity borrowed from the printed newspaper. The analysis yields specific recommendations for the three leading newspapers.

Segmenting potential employees according to firms' employer attractiveness dimensions in the employer branding concept

Abstract: Brands are among firms’ most valuable assets; consequently brand management is a key activity in many firms. Although firms commonly focus their branding efforts toward developing product and corporate brands, branding can also be used in the area of human resource management. The application of branding principles to human resource management has been termed “employer branding”. Increasingly, firms are using employer branding to attract recruits and assure that current employees are engaged in the culture and the strategy of the firm. The employer brand puts forth an image showing the organization a “good place to work.” The purpose of this paper is to determine the components of employer attractiveness from the perspective of potential employees. Throughout this study, the potential employee segments that are related to the attractiveness components and their demographic characteristics are also examined. 475 respondents were given a questionnaire of employer attractiveness scale and demographic questions. Final-year undergraduate Business Administration Faculty’s students at Istanbul University were segmented according to two employer attractiveness components clusters with each cluster acquiring its own demographic characteristics.

Building brands with interactivity: the role of prior brand usage in the relation between perceived website interactivity and brand responses

Abstract: Although the literature on effects of Website interactivity is rapidly evolving, thus far, hardly any studies have investigated whether interactivity is capable of building brands and whether interactivity is important for both existing and new customers. Therefore, the aim of the present study is to investigate the moderating role of prior brand usage on the influence of perceived Website interactivity on brand relationship quality and brand image. Results of an empirical study (n=133) showed that Website interactivity had a positive influence on participants’ brand relationship quality and brand image. This effect was stronger for people who do not use the brand regularly than for people with high levels of brand usage. Thus, interactivity is more important for building relationships than for maintaining relationships online.

Transformational leadership and turnover: Mediating effects of employee engagement, employer branding, and psychological attachment

Abstract: Purpose The purpose of this paper is to report the findings of a study which examines the relationship between transformational leadership and intention to leave through the mediating role of employee engagement, employer branding, and psychological attachment. Design/methodology/approach Transformational leadership, employee engagement, employer branding, and psychological attachment were assessed in an empirical study based on a sample of 405 full-time employees working in information technology (IT) organizations in India. The data which were obtained using Google doc and a printed questionnaire was analyzed through structural and measurement model. Findings The results reveal that transformational leadership style directly influences employee intention to leave. Transformational leadership and employer branding is mediated by employee engagement. The leadership relation with psychological attachment is mediated by employer branding. Practical implications The implications of the study are of utmost importance for Indian IT industries facing high voluntary turnover in recent times. Transformational leaders in teams contribute to develop employee engagement, employer branding, and psychological attachment. Imparting transformational leadership training to team leaders can help in generating psychological attachment with the employees which would go a long way. Originality/value This study explores the relationship among transformational leadership style, employee engagement, employer branding, and psychological attachment which has not been explored theoretically and tested empirically in an Indian context.