Better than Brand X: Brand image plays an important role in the recruitment and retention of staff

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Attracting customers is not the only way in which brand images can benefit corporations. In a competitive job market, firms need to devise strategies for recruiting the best potential employees. It makes sense. Without excellent staff, companies can't create excellence in any other area. One way of doing this is to develop a strong employer brand. An employer brand provides job applicants with a realistic image of what it would be like to work in a particular company. It encompasses all the factors that make the company a good place to work. These might include: bright and cheerful office space, an ethos of collaboration and team work, flexible working hours, crêche facilities, or even an excellent canteen! While these factors can't replace salary differentials, they can influence employment choices.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2007), "Better than Brand X: Brand image plays an important role in the recruitment and retention of staff", Human Resource Management International Digest, Vol. 15 No. 3, pp. 12-14. https://doi.org/10.1108/09670730710743934