Employer branding

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

Consumer racial profiling in retail environments: A longitudinal analysis of the impact on brand image

Abstract: Retailers invest substantial resources developing and managing their brand; however, the challenge of upholding an established image becomes problematic during times of adverse publicity. Although practitioners and scholars agree that publicity about unethical business practices tarnishes brand image, research examining the extent and duration of the image shift from negative publicity in retail and brand management contexts is scant. Using latent difference scores to analyze longitudinal data (N=152 and N=145, respectively), this research investigates consumer immediate and short-term brand responses when exposed to video vignettes depicting consumer racial profiling (CRP) (that is, when retailers treat consumers differently based on race/ethnicity as a means to curtail shoplifting); in doing so, we examine how personal moral philosophy and marketing communications affect changes in brand image over time. The results indicate that CRP has a temporary negative effect on consumers’ image of the retail brand; however, the rate of image recovery varies with exposure to marketing communication and personal moral philosophy. By exploring the effects of marketing communications and personal moral philosophy on brand image changes over time, this research offers meaningful insight into understanding how brand image perceptions are affected by CRP.

Employer Branding and Corporate Reputation Management in Global Companies : Theory and Practice

Abstract: In this chapter we combine ideas from human resource management (HRM), marketing, organisational theory and communications to show how employer branding might work in theory and practice in multinational enterprises (MNEs). In so doing, we hope to make a contribution to the research-practice gap in this field by showing how employer branding has become an essential element in global talent management. We have amended and developed our previous context, content and process framework of employer branding by linking it to signalling theory and incorporating new ideas on organisational identity and employee engagement. We illustrate certain features of our revised framework drawing on a case study of employer branding in the global motor vehicles industry. The case shows how Volvo Cars is developing a sophisticated approach to employer branding and talent management by drawing on subtle story-telling through social media and evaluating its impact using ‘big data’. Our key conclusions for theory and practice in the field of talent management in MNEs is to highlight the importance of signalling theory and identity theory as important frameworks for developing more sophisticated models of HR and global talent management.

Corporate Reputations: Development, Maintenance, Change and Repair

Abstract: This chapter examines the impact employer branding and organisational communication activities have on the individual employee's formation of the psychological contract. The psychological contract refers to the individual employee's beliefs about the terms and conditions of a reciprocal exchange agreement between that person and the organization. Employer branding is a strategic human resource management (HRM) concept derived from the marketing discipline that relies on external and internal organisational communication activities to attract, retain and engage high-quality employees. Employer branding practitioners embrace the tools of marketing and brand management, including recruitment advertising events and publicity to promote the organisation's employer brand. The employee-related outcomes of the employee's assessment of psychological contract breach or fulfilment is one of the most widely researched aspects of the psychological contract literature. The organisation has successfully built its employer brand around the promise of a supportive worklife balance organisational culture while at the same time cleverly linking it to the organisation's broader corporate strategy.

Ad likeability and brand recall in Asia: A cross-cultural study

Abstract: It has been proposed that in order for advertising to be effective it must be liked by the consumers, with the rationale being that if an ad is liked, consumers will confer attention upon it, thereby creating an awareness of the product/brand. This paper reports a study on ad likeability among Asian consumers (in Shanghai, Jakarta and Mumbai), focusing on brand recall. In particular, as an example, this paper will look at attitudes towards television commercials for the world's number one brand, Coca–Cola, and determine the main drivers for likeability.

Latest thinking on the optimisation of brand use in financial services marketing

Abstract: This paper explores the tricky subject of brand optimisation in financial services with an emphasis on the latest thinking and most recent developments in this area.