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Article
Publication date: 10 July 2017

Sultan Alshathry, Marilyn Clarke and Steve Goodman

The purpose of this paper is to present a conceptual framework for employer brand equity (EBE) that combines both perspectives of employer brand customers into a unified framework…

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Abstract

Purpose

The purpose of this paper is to present a conceptual framework for employer brand equity (EBE) that combines both perspectives of employer brand customers into a unified framework for employee attraction and retention.

Design/methodology/approach

This paper extends previous conceptual work on EBE by identifying the role of EBE antecedents in internal and external employer branding. In addition, it recognizes the interactive nature of employer-employee relationship.

Findings

The framework incorporates employee experience with the employer, which relates to the interaction between employee and employer and recognizes the internal and external perspectives simultaneously. Further, the unified framework helps to develop a four-cell typology for the strategic management of an employer brand.

Originality/value

Existing research has failed to integrate the two perspectives of employment customers in a clear model and, thus, offered limited applicability to an employment setting. The EBE framework goes beyond existing models by providing a conceptualization that aims to reflect the employer-brand relationship from the perspective of existing and potential employees. Further, it provides theoretical and empirical rationale for a set of propositions that can empirically be examined in future research.

Details

International Journal of Organizational Analysis, vol. 25 no. 3
Type: Research Article
ISSN: 1934-8835

Keywords

Article
Publication date: 8 February 2016

Dmitry Kucherov and Violetta Samokish

– This paper aims to assess the value of the employer brand through employer brand equity.

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Abstract

Purpose

This paper aims to assess the value of the employer brand through employer brand equity.

Design/methodology/approach

Based on the model of employer brand equity by B. Minchington, the core employer brand assets (employer brand awareness, associations, loyalty, perceived employment experience) for three large companies are measured and the total employer brand equity strength is evaluated.

Findings

The paper demonstrates a quantitative approach to employer brand evaluation. It takes into account the core target groups of the employer brand and could be the integrated tool for the assessment of the employer brand equity strength and its separate assets.

Practical implications

In the paper, the universal formula for total employer brand strength evaluation is proposed. It provides evidence that employer brand needs to be measured systematically and depending on the value of its particular assets different employer brand activities should be intervened.

Originality/value

The value of this paper is to provide the human resource team with a holistic set of tools for employer brand measurement to comprehend the competitive position of the company as an employer on the labor market.

Details

Strategic HR Review, vol. 15 no. 1
Type: Research Article
ISSN: 1475-4398

Keywords

Article
Publication date: 25 July 2019

Heikki Karjaluoto and Lasse Paakkonen

The purpose of this paper is to expand and test Backhaus and Tikoo’s (2004) employer branding (EB) conceptual framework from the perspective of internal EB in a sport event…

Abstract

Purpose

The purpose of this paper is to expand and test Backhaus and Tikoo’s (2004) employer branding (EB) conceptual framework from the perspective of internal EB in a sport event sponsorship context.

Design/methodology/approach

This study developed a set of hypotheses, which were tested in the context of a business-to-business multinational organization’s sport event sponsorship project. Empirical data were collected from 716 employees of the case company after the sponsorship project was complete.

Findings

The results support all the hypotheses and reveal that a sport event sponsorship project can act as a means to achieving EB goals in the investigated context.

Research limitations/implications

The sample of the study was limited to the existing personnel of one case company. The study measures the effects at a single point in time, thus the findings should be validated with longitudinal research design.

Practical implications

The results propose that companies can benefit from integrating sport sponsorship with internal EB. Practitioners are advised to create sponsorship projects that involve current employees effectively.

Originality/value

The study adds to the literature by being among the first empirical studies to have tested the effects of EB among current employees via a sponsorship project.

Details

International Journal of Sports Marketing and Sponsorship, vol. 20 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 August 2004

Kristin Backhaus and Surinder Tikoo

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…

86709

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.

Details

Career Development International, vol. 9 no. 5
Type: Research Article
ISSN: 1362-0436

Keywords

Article
Publication date: 30 May 2008

Gary Davies

The paper seeks to explore the role of the employer brand in influencing employees' perceived differentiation, affinity, satisfaction and loyalty – four outcomes chosen as…

18909

Abstract

Purpose

The paper seeks to explore the role of the employer brand in influencing employees' perceived differentiation, affinity, satisfaction and loyalty – four outcomes chosen as relevant to the employer brand.

Design/methodology/approach

A multidimensional measure of corporate brand personality is used to measure employer brand associations in a survey of 854 commercial managers working in 17 organisations. Structural equation modelling is used to identify which dimensions influence the four outcomes. Models are built and tested using a calibration sample and tested on two validation samples, one equivalent to the calibration sample and another drawn from a single company.

Findings

Satisfaction was predicted by agreeableness (supportive, trustworthy); affinity by a combination of agreeableness and (surprisingly) ruthlessness (aggressive, controlling); and perceived differentiation and loyalty by a combination of both enterprise (exciting, daring) and chic (stylish, prestigious). Competence (reliable, leading) was not retained in any model.

Research limitations/implications

Further work is required to identify how appropriate improvements in employee associations can be managed.

Practical implications

The findings emphasise the importance of an employer brand but the results also highlight the complexity in its management, as no one aspect has a dominant influence on outcomes relevant to the employer. At issue is which function within an organisation should be tasked with managing the employer brand.

Originality/value

Employer branding is relatively new as a topic but is attracting the attention of both marketing and HR academics and practitioners. Prior work is predominantly conceptual and this paper is novel in demonstrating empirically its role in promoting satisfaction, affinity, differentiation and loyalty.

Details

European Journal of Marketing, vol. 42 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 27 July 2023

Israa Elbendary, Ahmed Mohamed Elsetouhi, Mohamed Marie and Abdullah M. Aljafari

This study aims to investigate the direct effect of organizational reputation (OR), employer brand (EB) and organizational attributes (OA) on the intention to apply for a job…

Abstract

Purpose

This study aims to investigate the direct effect of organizational reputation (OR), employer brand (EB) and organizational attributes (OA) on the intention to apply for a job vacancy (IAJV); further, it examined the mediating effect of employer brand in the OA-IAJV relationship while taking into consideration the moderating effect of organizational reputation.

Design/methodology/approach

A mixed-method approach was employed, with ten in-depth interviews followed by a questionnaire with additional 356 job seekers in Cairo and Giza cities; the sample includes both fresh graduates and experienced job applicants in the job market. The qualitative analysis confirmed that some respondents use organizational reputation as a signal of its performance. The path analysis technique tests the research hypotheses using a partial least squares structural equation modeling (PLS-SEM).

Findings

The findings revealed that the most influential variable in the intention to apply is organizational attributes, followed by organizational reputation and finally employer brand. There is a significant relationship between organizational attributes and intention to apply for a job vacancy via employer brand. In addition, the results indicate a noteworthy moderating impact of organizational reputation on the association between employer brand intentions to apply for a job and the relationship between organizational attributes and intention to apply for a job opening.

Originality/value

To the best of the authors’ knowledge, this study contributes to the understanding of the direct and indirect effects of organizational reputation and organizational attributes on intention to apply through the mediating role of the employer brand. This research opens new avenues for recruitment research, considering the moderating effect of organizational reputation on strengthening the impact of the independent variables on the intention to apply and the interaction between the variables affecting the intention. Further, this study focuses on the needs of the job applicants when perceiving the organizational factors and identifies which signals can generate the intention to apply according to the signaling theory.

Details

Personnel Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0048-3486

Keywords

Article
Publication date: 7 September 2015

Susan E. Myrden and Kevin Kelloway

The purpose of this paper is to examine the relationship between an employer’s brand image (i.e. symbolic and functional attributes) and job seekers’ attraction to the firm among…

2062

Abstract

Purpose

The purpose of this paper is to examine the relationship between an employer’s brand image (i.e. symbolic and functional attributes) and job seekers’ attraction to the firm among a sample of young workers.

Design/methodology/approach

Job seekers completed a questionnaire regarding their knowledge of a particular firm, their perceived image of that firm, and their attraction toward that firm in terms of future employment. Moderated regression analyses were used to test the hypotheses of interest.

Findings

Consistent with previous findings, both functional and symbolic attributes of the brand image were related to job seekers’ attraction to the firm. In contrast to previous research, work experience moderated the effect of symbolic, but not functional, attributes such that these effects became stronger with more experience. Symbolic and functional attributes also interacted to predict job seekers’ attraction to the firm.

Research limitations/implications

The study is based on cross-sectional self-report data, which limits causal inference.

Practical implications

Results suggest that young workers are particularly influenced by symbolic attributes of the organizations’ brand image.

Originality/value

This paper compares the role of symbolic and functional attributes in predicting young workers’ attraction to the firm. Young workers are more influenced by symbolic attributes and these influences are stronger when individuals gain in work experience and when they perceive higher functional attributes.

Details

Journal of Organizational Effectiveness: People and Performance, vol. 2 no. 3
Type: Research Article
ISSN: 2051-6614

Keywords

Article
Publication date: 15 February 2024

Rajwinder Kaur, Sameer Pingle and Anand Kumar Jaiswal

This research aims to investigate the relationship between employer branding and its antecedent organisational culture within the context of the private banking sector. The study…

Abstract

Purpose

This research aims to investigate the relationship between employer branding and its antecedent organisational culture within the context of the private banking sector. The study also investigates the relationship between employer branding and employee brand equity as a consequential construct. Additionally, the mediating role of trust and the moderating role of gender in the relationship between employer branding and employee brand equity has been examined.

Design/methodology/approach

The present study’s findings result from data analysis collected from a sample of 454 employees working in private banks in India. The data analysis was conducted utilising the structural equation modelling technique with the assistance of analysis of moment structures (AMOS) software.

Findings

The study’s findings indicate that supportive and bureaucratic (formal) culture in private banks exhibit a significant relationship with employer branding. However, the relationship between innovative culture and employer branding was found to be insignificant. The research also reveals a significant positive association between employer branding and employee brand equity variables: brand consistent behaviour, brand endorsement and brand allegiance. Further, the study highlights the mediating role of employee trust in management in the relationship between employer branding and employee brand equity. Examining demographic variables suggests that gender moderates the relationship between employer branding and employee brand equity.

Originality/value

The originality of this study lies in its exploration of the critical role of organisational culture variables in shaping employer branding within the context of private banks. The findings highlight that cultivating supportive and bureaucratic cultures can effectively enhance the employer branding of private banks. The study emphasises the outcomes of employer branding initiatives, signifying that they contribute to developing brand equity among employees. This leads to long-term employee commitment and advocacy towards the organisation, as employees become brand advocates for the bank with which they are affiliated. The study contributes to a better understanding of the relationship between organisational culture, employer branding and employee brand equity, providing valuable implications for the private banking sector aiming to reinforce their employer brand and increase employee engagement.

Details

International Journal of Bank Marketing, vol. 42 no. 2
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 4 March 2014

Neeti Leekha Chhabra and Sanjeev Sharma

To examine the organizational attributes that attract final-year management students towards organizations. The paper aims to study the already adopted employer branding…

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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.

Details

International Journal of Organizational Analysis, vol. 22 no. 1
Type: Research Article
ISSN: 1934-8835

Keywords

Article
Publication date: 4 May 2020

Urmila Itam, Siddharth Misra and Heena Anjum

The concept of employer branding has drawn the attention of both academicians and practitioners over a decade. However, inaction, the objective of the employer brand managers were…

3383

Abstract

Purpose

The concept of employer branding has drawn the attention of both academicians and practitioners over a decade. However, inaction, the objective of the employer brand managers were hardly tapped. Therefore, this paper aims to explore the views of HR manager on employer branding activities and its implementation.

Design/methodology/approach

This study is a case research of three multinational companies in India. A semi-structured interview method has been adopted to collect the data and a content analysis technique was used for analyzing the data into identified themes.

Findings

The HR managers of the studied company were discussed with multiple activities related to employer branding practice and implementation in their workplace. The key observations and discussions from the interviews were themed after the analysis as meaningfulness and visibility, employer brand awareness and differentiator and human resource development (HRD) parameters.

Research limitations/implications

The combined effect of branding theories and HRD practices will establish the most attractive and successful employer brand building process in place. Involving the potential and existing employees in the psychological contract formation; consistency among the internal and external communication systems; and top management approach with the brand highlighted the need for research and theory development in employment branding.

Practical implications

Communication breakdown, strategic mismatch, long-term disconnects and sustained success are the strategic concerns that every company who believe in the idea of employer branding may face and need to well-handled.

Originality/value

The study concluded with the belief of the human resources managers from all the three organizations as stated – adopting a community based strategic approach to the organization’s brand and clear about what the employer brand stand across the employment lifecycle drives businesses into success.

Details

European Journal of Training and Development, vol. 44 no. 6/7
Type: Research Article
ISSN: 2046-9012

Keywords

1 – 10 of over 6000