Employer branding: strategy for improving employer attractiveness

Neeti Leekha Chhabra (Apeejay School of Management, New Delhi, India)
Sanjeev Sharma (Visiting Professor – Strategy, Apeejay School of Management, New Delhi, India)

International Journal of Organizational Analysis

ISSN: 1934-8835

Publication date: 4 March 2014

Abstract

Purpose

To examine the organizational attributes that attract final-year management students towards organizations. The paper aims to study the already adopted employer branding strategies and the preferred channel through which organizations should promote employer attractiveness. Based on previous studies and current findings, a conceptual model on employer branding process has been developed and presented.

Design/methodology/approach

This article is based on semi-structured interviews, survey results and review of academic employer branding models.

Findings

It was found that among the students, most preferred organizational attributes were organizational culture, brand name and compensation. Students rated job portal to be the preferred channel for employer attractiveness. The study showed that there exists a significant and positive correlation between strong brand image and likelihood to apply.

Research limitations/implications

The survey sample was limited to private business schools only.

Practical implications

One of the sources for hiring on which corporate rely heavily is private business schools. This study provides the employers an insight to make their strategies for employer branding more effective. In the process, it benefits the prospective employees as well.

Originality/value

The study provides valuable inputs for formulating effective employer branding strategies. The novelty of the study is the conceptual model on the process of employer branding. One of the highlights of which is preferred communication channel for effectiveness of the strategies.

Keywords

Citation

Leekha Chhabra, N. and Sharma, S. (2014), "Employer branding: strategy for improving employer attractiveness", International Journal of Organizational Analysis, Vol. 22 No. 1, pp. 48-60. https://doi.org/10.1108/IJOA-09-2011-0513

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.