Conceptualising employer branding in sustainable organisations
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 10 May 2011
Abstract
Purpose
The purpose of this paper is to reconceptualise employer branding in sustainable organizations at the intersection of branding, strategic human resource management (HRM) and corporate social responsibility (CSR).
Design/methodology/approach
Based on an outline of current conceptualisations of employer branding, the paper discusses the strategic potentials of merging corporate branding processes, strategic HRM and CSR into a theoretical framework for reconceptualising employer branding as co‐created processes and sustainable employer‐employee relationships.
Findings
When organizations adapt strategies for sustainable development (including CSR), it affects how to approach stakeholder relations and organizational processes, including the employee‐employer relationship and employer branding processes. However, current employer branding conceptualisations do not comply with such changed corporate conditions. The suggested framework reconceptualises employer branding as an integrated part of a CSR strategy, thus offering a new way of approaching employer branding as supporting sustainable organizational development and long‐term employer‐employee relationships.
Practical implications
The proposed conceptualisation of employer branding implies a shift in focus from end result to process. As part of the process, organizations need to approach employees as corporate partners in order to co‐create employer‐employee values.
Originality/value
This paper suggests and discusses a new conceptualisation of employer branding, which appreciates co‐creation and employer‐employee dialogue as strategic processes for supporting sustainable organizational development.
Keywords
Citation
Kryger Aggerholm, H., Esmann Andersen, S. and Thomsen, C. (2011), "Conceptualising employer branding in sustainable organisations", Corporate Communications: An International Journal, Vol. 16 No. 2, pp. 105-123. https://doi.org/10.1108/13563281111141642
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited