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One purpose of this paper is to emphasize the relationship between employees as brand ambassadors and the concept of an employer brand. Another is to consider cross-cultural employer branding in the context of global talent management. The authors also clarify the connection between organizational image, organizational identity and organizational reputation, and address how positive and negative brand reputation can affect an organization.

The authors use a literature review of findings with respect to topics such as competitive strategy and constructs from the literature on employer branding to identify some key research questions to address. They then consider cross-cultural employer branding and brand repair in the context of talent management, along with more key questions to address in each area.

A positive employer brand – with its strong contribution to brand reputation and to helping organizations attract and retain top talent to gain competitive advantage – is a key ingredient for organizational success. Employees are employer-brand ambassadors. Constant awareness of and attention to one’s employer brand can prevent a brand disaster. The payoff is that preventing damage to the reputation of one’s employer brand is much easier than repairing damage to it.

The purpose is to challenge researchers to think critically and analytically about employer branding, especially in the cross-cultural context. The editor plans to invite commentaries on this paper.

Es una revisión de la literatura. Tomando en consideración los resultados existentes se propone un proceso en tres etapas para ayudar a las empresas a recuperarse del efecto negativo en la marca de empleador resultante de conductas inapropiadas. Al final de cada sección se identifican cuestiones de investigación para el futuro.

Los autores llevan a cabo una revisión de la literatura sobre la marca de empleador, para resumir lo que se conoce e identificar preguntas de investigación que no han sido analizadas hasta el momento.

Los autores señalan la importancia estratégica de la marca de empleador y su efecto en la capacidad para competir en el mercado de talento. Se propone un proceso en tres etapas para ayudar a las empresas a recuperarse del efecto negativo en la marca de empleador resultante de conductas inapropiadas. Aún existen numerosas preguntas de investigación sin respuesta.

El artículo propone un proceso en tres etapas para ayudar a las empresas a recuperarse del efecto negativo en la marca de empleador resultante de conductas inapropiadas, e identifica preguntas de investigación a analizar en estudios futuros.

Marca de empleador, marca inter-cultural, reputación de marca, reparación de la marca, revisión de la literatura

Tipo de artículo – Artículo de investigación

É una revisão da literatura. Considerando os resultados existentes, se propõe um processo em três etapas para ajudar as empresas a se recuperar do efeito negativo na marca do empregador resultante de condutas inapropriadas. Ao final de cada seção se identificam questões de investigação para o futuro.

Os autores levam a cabo una revisão da literatura sobre a marca do empregador, para resumir o que se conhece e identificar perguntas de investigação que não foram analisadas até o momento.

Os autores destacam a importância estratégica da marca do empregador e seu efeito na capacidade para competir no mercado de talento. Se propõe um processo em três etapas para ajudar as empresas a se recuperar do efeito negativo na marca do empregador resultante de condutas inapropriadas. Ainda existem numerosas preguntas de investigação sem resposta.

O artigo propõe um processo em três etapas para ajudar as empresas a se recuperar do efeito negativo na marca do empregador resultante de condutas inapropriadas, e identifica preguntas de investigação a analisar em estudos futuros.

Marca do empregador, marca intercultural, reputação da marca, reparação da marca, revisão da literatura

Tipo de artículo – Artigo de investigação

The paper aims at a commentary on Graham and Cascio, “The employer-branding journal: its relationship with cross-cultural branding, brand reputation and brand repair”.

Based on the authors’ statement that “people make the brand”, this paper discusses elements of brand making and brand breaking.

Specifically, the paper discusses the creation of the employer brand, the positives and negatives of employees as brand ambassadors and the manner in which word-of-mouth information influences brands.

This commentary reflects on Graham and Cascio’s work and concludes with suggestions for future research.

El objetivo de este artículo es comentar el artículo de Graham y Cascio que lleva por título “The Employer-Branding Journal: Its relationship with cross-cultural branding, brand reputation, and brand repair.” En concreto el artículo analiza su afirmación de que “la gente hace la marca” y discute elementos relativos a la creación y rotura de la marca.

Este es un comentario individual que explora varios aspectos de la marca del empleador.

Este artículo explora los aspectos positivos y negativos de los empleados como embajadores de la marca, y la forma en la que la información transmitida de boca en boca influye en las marcas.

Contribuye mediante la descripción de los aspectos positivos y negativos de los empleados como embajadores de la marca, y sugiere oportunidades adicionales para la investigación sobre la marca del empleador.

Marca del empleador, Reputación corporativa, Identidad organizativa, Cultura organizativa, Marketing boca a boca

Comentario

O objetivo deste artigo é comentar o artigo de Graham e Cascio que é titulado “The Employer-Branding Journal: Its relationship with cross-cultural branding, brand reputation, and brand repair.” Em concreto o artigo analisa sua afirmação de que “as pessoas fazem a marca” e discute elementos relativos a criação e quebra da marca.

Este é um comentário individual que explora vários aspectos da marca do empregador.

Este artigo explora os aspectos positivos e negativos dos empregados como embaixadores da marca, e a forma em que a informação transmitida de boca em boca influi nas marcas.

Contribui mediante a descrição dos aspectos positivos e negativos dos empregados como embaixadores da marca, e sugere oportunidades adicionais para a investigação sobre a marca do empregador.

Marca do empregador, Reputação corporativa, Identidade organizacional, Cultura organizacional, Marketing boca-a-boca

Comentário

This paper aims to develop the structure of employer brand and discuss whether employees and employers have the same view on the elements of employer brand.

The employer brand of Taiwan, which includes 5 facets and 20 eight terms, was obtained. Management, welfare, interest and environment are the common facets of employer brand in China and Western countries. In addition, family and atmosphere is an important factor that merges both Western and Eastern job applicants. Its contents emphasize family life, which is only found in applicants from Taiwan and China.

The results showed that enterprises utilize functional factors in order to connect emotions closely and satisfy psychological sustenance, which have true attraction to young Taiwanese applicants and the current workforce of employees.

In general, after 20 years of establishment and empirical research, the achievements are rich and many practical opinions are provided. However, most of the existing literatures come from the researches of Western scholars, and they may be affected by the Western social value. This study has explored the Oriental and Western literatures. In the study field of Taiwan, it is found that employer brand will definitely show different style features due to the cultural difference. Therefore, when an enterprise applies the relevant connotation of the employer brand, it is necessary considering the cultural difference. This shows the importance of cross-cultural study of employer brand recently. At the same time, this also highlights the contribution of this study on theory and practice.

Drawing from the instrumental and symbolic framework for employer branding, this study aims to explore the perception of the current and potential employees for the Indian armed forces’ employer brand.

The study is conducted as a mixed-method approach in the form of qualitative and quantitative phases. In the qualitative phase, online reviews of current employees were collected from glassdoor.com and analysis was conducted. While in the quantitative phase, data were collected through questionnaire from 200 potential candidates who were interested in joining the armed forces.[AQ1] Confirmatory factor analysis (CFA) for instrument validity and regression analysis, for finding significant factors, were used for data analysis.

The qualitative results indicate that the current employee's perception fits the instrumental and symbolic framework. Additionally, variables such as discrimination in positions, risk, stress, confidence and personality development were also identified. The CFA and regression analysis results were found to be significant on the instrumental dimensions – job security and task diversity and symbolic dimensions – competence.

The study emphasizes the important instrumental and symbolic attributes for both current and potential employees. Thus, the armed forces can use these as a base for strategy formulation regarding employer branding.

This study investigates how sustainability influences employer branding across generational cohorts – Generations Z, Y and X – and between two neighboring countries, Slovenia and Croatia, with different economic development levels.

A comparative cross-generational survey was conducted among respondents from Slovenia and Croatia to assess the impact of sustainability on employer brand perception. The survey explored generational attitudes toward sustainability and its integration into the employer value proposition.

The study found that all the generational cohorts view sustainability as an important factor in their evaluation of employer brands. Generation X showed the most favorable attitude toward sustainability, followed by Generation Z, highlighting the need for organizations to communicate sustainability efforts effectively to attract these groups. However, there were subtle differences between the countries, with Slovenian respondents indicating a slightly higher preference for sustainable practices. Additionally, while Generation Z may not have the same financial leverage as Generation X, their high valuation of sustainability in employer branding demonstrates their future influence as they enter the workforce.

Limitations include the survey’s conceptual framing, which may be inherently biased toward the more affluent Generation X’s capacity to prioritize sustainability and the focus on USA-based generational definitions, which may not be fully applicable across different cultural settings. Future research could address these limitations by refining the conceptual approach and expanding the sample to include more diverse geographical contexts.

By comparing responses from two economically distinct neighboring countries, the study reveals complex inter-generational dynamics and national contexts affecting sustainability’s role in employer attractiveness.

The purpose of this paper is to explore the relationship between employer brand dimensions and employer of choice (EOC). The paper also analyses the role of person-organisation fit in transferring employer brand dimensions to EOC status, and the moderating role of social media in the relationship between person-organisation fit and EOC.

Factor analysis has been conducted to validate the “employer attractiveness” scale for identifying the dimensions of employer brand. Structural equation modelling has been used to conduct mediation and moderation analysis. The results are based on the perceptions of college students regarding employer brand dimensions and EOC status.

The paper provides empirical insights on how the person-organisation fit helps in transferring employer brand dimensions to EOC status. The results indicate that the person-organisation fit acts as a full mediator, indicating that for becoming a EOC, the dimensions of employer brand must be linked to the person-organisation fit. Also, the moderation analysis results highlight the importance of social media towards obtaining EOC status.

The authors believe that the study is the first of its kind to investigate drivers of EOC, and to identify the role of the person-organisation fit as a mediating variable and social media as a moderating variable.

The study attempts to extend the current scholarship in the field of employer branding. Integrated communication is about consistent communication that is synergistic through multiple communication channels. Employer branding activities that involve multiple internal communication channels aim to attract employees. The study proposes that the perceived impact of effective integrated communication in employer branding shapes employee attitude and hence employee attraction. Employee perception of the choice of communication channels is also proposed to have an impact on employee attraction.

An exploratory qualitative study in the form of interviews and a preliminary survey was conducted in the first phase. The main study involved a questionnaire survey to empirically test the proposed hypotheses. The respondents were information technology–business process management (IT-BPM) employees (n = 520) in India.

The direct and interaction effects of integrated communication and usefulness of communication channels on employee attraction within the organization were empirically validated to suggest a positive impact on employee attraction.

The study extends the current body of knowledge on talent attraction to include present employees. Similarly, the study on integrated communication and its impact on employee attraction is an important addition to the literature on employer branding, internal communication and talent management, given the present coronavirus disease 2019 (COVID-19) situation.

The purpose of this study was to compare the effect of GHRM practices on employer branding among firms in developed and developing economies.

This study applied a cross-sectional survey for 234 respondents. The sample was derived from multiple databases consisting of firms in developed and developing countries.

The analysis indicates that green competence building practices and green performance management practices are positively related to environmental reputation and hence employer brand. Green employee involvement is exceptional because it has a more positive influence on environmental reputation in developed economies.

This study is cross-national in nature and compares GHRM practices in developed and developing economies.