Employer branding

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

Role of Employer Branding Dimensions on Employee Retention: Evidence from Educational Sector

Abstract: Owing to a “War for Talent” every organization is struggling for the best employer status. Thus, attracting, recruiting and retaining talented human capital is the primary focus of every organization. In this regard the aim of the present study is to answer the most frequent and recently asked question of what value(s) organization focus on the retention of their workforce? In so doing, Social Learning Theory and Reciprocity Theory were used as a theoretical background; to further proceed with the study, data was purposively collected from 204 respondents from educational institutes of Pakistan. Findings of the study revealed that development value has a substantial relationship with employee retention. Since, development of new knowledge and skills results in the improvement of one’s present job. Furthermore, limitations and implications of the study are discussed.

Exploring HR practitioners' perspective onemployer branding and its role inorganisational attractiveness and talentmanagement

Abstract: Branding is a well-established concept in marketing, but employer branding is still a developing one and relative research around this concept has been broad and lacking specific sector focus. 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 (Mosley, 2015). Employer brand has also been associated to the attraction, engagement and retention of the “right” talents who carry professional values matching organizational values (Kuron et al., 2015). However, the emphasis has been on organisations, notably less than 20 percent worldwide, predominantly operating in developed countries (Minchington, 2011; Balan, 2013), typically with individualistic cultures (Van Hoye, et al 2012). The present study investigates employer branding for service organisations’ image and attraction as an employer in a non- Western culture. The purpose of this study is to examine the perceptions of Human Resources (HR) 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 (MNEs), small business unit banks (SBUs), and Mauritian banks. Analysis of findings showed that organisations and banks this case, are increasingly competing to attract highly skilled personnel in various professional areas and therefore those organisations that attract the best talent will have a distinct edge in the marketplace (Harari 1998, Mahroum 2000). Furthermore, findings from the semi-structured interviews with senior managers suggests Branding is a well-established concept in marketing, but employer branding is still a developing one and relative research around this concept has been broad and lacking specific sector focus. 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 (Mosley, 2015). Employer brand has also been associated to the attraction, engagement and retention of the “right” talents who carry professional values matching organizational values (Kuron et al., 2015). However, the emphasis has been on organisations, notably less than 20 percent worldwide, predominantly operating in developed countries (Minchington, 2011; Balan, 2013), typically with individualistic cultures (Van Hoye, et al 2012). The present study investigates employer branding for service organisations’ image and attraction as an employer in a non- Western culture. The purpose of this study is to examine the perceptions of Human Resources (HR) 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 (MNEs), small business unit banks (SBUs), and Mauritian banks. Analysis of findings showed that organisations and banks this case, are increasingly competing to attract highly skilled personnel in various professional areas and therefore those organisations that attract the best talent will have a distinct edge in the marketplace (Harari 1998, Mahroum 2000). Furthermore, findings from the semi-structured interviews with senior managers suggests

I love to hate you: Loyalty for disliked brands and the role of nostalgia

Abstract: Brand loyalty has been a popular research area for the previous decades, and concepts such as satisfaction, trust, repurchase behavior and positive brand image have been associated with brand loyalty as antecedents of the concept. This study investigates how much satisfaction actively is required for the development of brand loyalty, focusing on the cases in which loyalty is retained in spite of being disliked. This qualitative study employs 14 semi-structured interviews and for the first time in the literature reveals that nostalgia may play an important role in maintaining an otherwise failed brand relationship, among other factors previously noted.

The role of emotions in decision-making on employer brands: insights from functional magnetic resonance imaging (fMRI)

Abstract: Branding is a key concept in marketing for which extensive research has provided valuable insights into how to attract and retain customers. However, far less is known about how to use branding to attract and retain employees. The work presented here aims to narrow this research gap by drawing on dual-process theories from research on decision-making. First, using functional magnetic resonance imaging (fMRI), we show that decision-making for employer first-choice brands (as compared to less attractive employer brands) is associated with increased activation in brain areas linked to emotions and with decreased activation in areas linked to working memory and reasoning. Second, our region-of-interest (ROI) analyses reveal that neural processing of employer brands differs from the processing of consumer brands. Results support our theorizing on dual-processing regarding the role of emotions in decision-making on employer brands and, further, they indicate that decision processes differ between employer and consumer brands.

Employer Brand and Job Application Decisions: Insights from the Best Employers:

Abstract: Communication of employer brand to external stakeholders has, in the recent past, seen new developments in the form of best employer surveys (BESs) and a potent form of employer branding lies in th...