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Conceptualizing and researching employer branding

Kristin Backhaus (School of Business, State University of New York at New Paltz, New Paltz, New York, USA)
Surinder Tikoo (School of Business, State University of New York at New Paltz, New Paltz, New York, USA)

Career Development International

ISSN: 1362-0436

Article publication date: 1 August 2004

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Abstract

Employer branding represents a firm's efforts to promote, both within and outside the firm, a clear view of what makes it different and desirable as an employer. In recent years employer branding has gained popularity among practicing managers. Given this managerial interest, this article presents a framework to initiate the scholarly study of employer branding. Combining a resource‐based view with brand equity theory, a framework is used to develop testable propositions. The article discusses the relationship between employer branding and organizational career management. Finally, it outlines research issues that need to be addressed to develop employer branding as a useful organizing framework for strategic human resource management.

Keywords

Citation

Backhaus, K. and Tikoo, S. (2004), "Conceptualizing and researching employer branding", Career Development International, Vol. 9 No. 5, pp. 501-517. https://doi.org/10.1108/13620430410550754

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited