Employer branding

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

The role of talent management and HR generic strategies for talent retention

Abstract: The research was conducted to highlight the role of talent management with HR generic strategies to retain talent, reduce employees’ turnover and to achieve perceived HR outcomes of a firm by implementing succession planning, employer’s branding, motivation and development policies effectively and efficiently. In addition, HR practices like training and development, recruitment and selection, resources and skills building of employees also play vital role for organizational success. Structured questionnaire is used as instrument to prove the hypothesis, and for the results, appropriate statistical tools will be used for the analysis. Both qualitative and quantitative techniques are adopted and for the purpose of primary data collection, leading MNCs, well reputed public and private sector organizations will be visited. Interviews and discussions will help to determine the results. The sample size of 200 respondents was undertaken and the questionnaires were floated to HR Managers at different levels. The instrument is adopted from Zheng (2009) and questionnaire is designed according to under process research paper. The results of this work showed that talent management techniques are integral part of HR generic strategies. Key words: Talent management, HR generic strategies, talent retention, employer branding, succession planning.

Examining the relationship between brand usage and brand knowledge structures

Abstract: Although the notion that brand knowledge is organised into networks of brand associations is well accepted in the branding literature, the question of how brand knowledge structures may differ based on brand usage has not been considered empirically. In this study, we examine how the usage rates for a particular brand influence the structure and contents of consumer brand association networks and the strength of the various types of associations in those networks. Our findings indicate that as usage increases consumers tend to have more brand-specific associations, and that those associations are more multidimensional in nature. Conversely, as brand usage decreases, consumer tend to have more product category associations that are more monolithic in nature. In addition, increased usage is related to a greater proportion of brand-specific associations and stronger brand-specific associations, whereas decreased usage is tied to a similar pattern for product category associations. Some implications of these findings for both practitioners and academics are discussed.

Resourcing and Talent Management

Abstract: Chapter 1. Introduction Chapter 2. Employment Markets and Regulation Chapter 3. Flexibility Chapter 4. Fairness and Diversity Chapter 5. Human Resource Planning Chapter 6. Job Analysis and Job Design Chapter 7. Recruitment Advertising Chapter 8. Alternative Recruitment Methods Chapter 9. Employer Branding Chapter 10. Selection: The Classic Trio Chapter 11. Advanced Methods of Employee Selection Chapter 12. The New Employee Chapter 13. Succession Planning Chapter 14. Measuring and Analysing Employee Turnover Chapter 15. Improving Employee Retention Chapter 16. Retirement Chapter 17. Dismissals Chapter 18. Redundancy Chapter 19. Resourcing and Talent Management Strategies Chapter 20. The Future of Work

Linking employer branding and internal branding: establishing perceived employer brand image as an antecedent of favourable employee brand attitudes and behaviours

Abstract: The purpose of this paper is to establish the symbolic facet of perceived employer brand image (PEBI) as an antecedent of favourable brand-related identification and employee behaviours, namely, corporate brand identification (CBI) and brand citizenship behaviours (BCB).,A standardized questionnaire was used. Data collection occurred at a maximum care hospital in Germany (N = 366). Structural equation modelling was used in the data analysis.,A direct link between PEBI and BCB was theoretically derived from social exchange theory and could be empirically confirmed. In addition to a direct relationship, a mediated relationship based on social identity theory was outlined. PEBI influences BCB via CBI. The mediated pathway accounts for 70 per cent of the variance.,Understanding the impact of symbolic job offerings on favourable brand-related employee attitudes and behaviours should lead practitioners to focus on increasing employees’ perceptions of the employer’s prestige and sincerity, for example, by strengthening employee target group-oriented communications about corporate social responsibility or increasing out-group salience when communicating organizational achievements.,This paper transfers the concept of organizational attractiveness, organizational identification and favourable employee behaviours to a corporate brand focus. It is the first integration of the symbolic dimension of the instrumental-symbolic framework in an internal branding context.

Service differentiation: A self‐image congruency perspective on brand building in the labor market

Abstract: Purpose – Service‐dominant logic of marketing claims that employees' knowledge and skills are the firm's only sustainable advantage. The purpose of this paper is to analyze the importance of branding in attracting the right employees. Design/methodology/approach – This paper employs the image congruency hypothesis and social norms from consumer behavior. To test the hypotheses empirically, it uses a scenario‐based survey of respondents recruited from job‐seeking graduate students. Findings – Based on data sampled and analyzed, it finds that both image congruency between prospective employee and preferred employer and social norm weigh in when job seekers decide on the preferred employer. Research limitations/implications – The paper tests the model only on first‐time job seekers. This group may have greater desire to find a job than employed job seekers do. However, it believes that image congruency and social norm will impact the latter group's attitudes regarding employer. Practical implications – For managers who need to differentiate their market offering the findings illuminate the importance of branding and brand building not only in the consumer market but also in the labor market. It is all about attracting the right customers and moreover, the right employees to serve them. Originality/value – To the knowledge, this is the first study in the field of employer branding that uses the image congruency hypothesis to study branding in the labor market, thereby linking branding to organizational behavior.