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: A Study of Its Relevance in India

Abstract: Some quote ‘employer branding’ to be an indispensable strategy; others term it as a mere fad. This paper aims at ascertaining the relevance of employer branding in India and whether it is merely superficial or there is something more innate to it. A descriptive research, this paper, by means of a structured, non-disguised questionnaire, seeks insight into this very niche and occidental concept of employer branding in India. By using both deductive and inductive elements, the paper identifies top three parameters and factors in a myriad of areas related to employer branding like factors pertinent in developing the employer brand, attributes considered most important in attracting new talent to the companies, challenges in managing an employer brand, metrics considered useful for measuring the ROI for a company’s employer brand, factors an employee considers important about working with his company, communication media considered important for communicating the employer brand, activities considered important in enhancing the employer brand, and finally benefits arising from implementing employer brand. The dramatic changes in the workforce trends and the immense competition in the labor market has made it imperative for companies to develop strategies to differentiate themselves; the panacea to this problem is employer branding. Employer branding undoubtedly is a significant precept of modern management, one that offers a fine blending of the science of marketing with the art of enlightened human relations management. It is also one of the strongest bulwarks ever against the scourge of unbridled employee attrition.

Building a corporate brand: The internal brand building process in Swedish service firms

Abstract: There is consensus that every organisation needs to develop a strong brand as part of its business strategy. It is, however, unclear how corporate brands can be effectively developed. The aim of th ...

Driving corporate reputations from the inside: A strategic role and strategic dilemmas for HR?

Abstract: The field of reputation management has been dominated by marketing and communications though there is an emerging consensus that corporate reputations and good governance are built from the inside-out. However, HR professionals and academics have been slow to contribute to these key strategic drivers of organizational success. In this paper I draw on our previous research from often disparate bodies of literature to develop a model of the links between strategic HR and corporate reputations. The model suggests converging lines of enquiry and interest for academics in HR, marketing, communications and strategy, but also highlights some strategic dilemmas for organizations in balancing best practice and best-fit HRM.

Life would be a lot easier if we were a kit kat’: practitioners views on the challenges of branding financial services successfully

Abstract: It has been posited that brands play an important role in the marketing of services in terms of differentiating offerings which are essentially intangible, and in providing a ‘relationship fulcrum’ which forms the focus of both external and internal marketing efforts. Such arguments have also been applied specifically to financial services. Additionally, it has been posited that branding financial services successfully presents particular challenges. There has, however, been a paucity of empirical investigation, and very little, if any, counselling the views of practitioners in financial services. This study provides an insight by presenting an analysis of data collected from senior marketing practitioners in financial services. In particular, practitioners' views as to the role, importance, saliency and challenges of branding in financial services were obtained from a series of in-depth interviews with managers from a broad range of retail financial services institutions. Findings show that practitioners feel that brands do have an important role to play in the marketing of retail financial services, particularly in terms of differentiation. A number of practitioners also highlighted the importance of the brand as a relationship focus. Practitioners admit that financial services brands are generally weak. Managerial implications are discussed and conclusions drawn.

How company responses and trusting relationships protect brand equity in times of crises

Abstract: Brands are susceptible to various forms of crises, regardless of whether a brand’s conscious deviation from socially acceptable practices or forces and activities beyond the brand’s control prompted a crisis. Undeniably, crises can have negative ramifications for the brand’s consumer relationships and financial assets. An experimental study with 187 residents of the Netherlands was conducted to determine whether or not crisis response strategies influence post-crisis brand equity. In addition, the research also investigated the influence of pre-crisis brand trust on the relationship between crisis response and post-crisis brand equity. Results show that the ways in which brands react to a crisis have an influence on brand equity. Non-response leads to the depreciation of brand equity. Furthermore, pre-crisis brand trust can serve as a buffer for a brand during a crisis and even after it.