Employer branding development, employer branding success factors and employer branding benefits further part of this article focuses on links between employer branding determinants and human resource processes, touches the issue of dilemmas of employer branding metrics, and concentrates on. Literature review department of communication studies literature review below is a review of literature on the uprising topic of employers using social media sites to screen current or potential employees also included is a synopsis of the issue of privacy awareness along with the potential invasion of privacy. Literature review employee branding closely falls in the domain of internal marketing many times it is also confused with the concept of employer branding hence an attempt is made to study the existing literature in the area of employee branding, internal marketing and employer branding the chapter.
Between employer branding and employee retention karnica tanwar1 asha prasad2 abstract the employment environment, nowadays, is becoming increasingly competitive in such competitive literature review the literature is divided into four parts first, meaning and importance of employer branding is discussed. Employer branding is a concept where the recruitment process has to be managed in the same way as customers are it involves employees and customers, human resource and marketing professionals the success of employer branding depends on the prevailing culture in the organization. Review of literature the employer branding process eb as a practice is based on the assumption that firm performance can be enhanced by skilful investment in human capital human capital is an important resource which is rare, non-substitutable and can be a strategic advantage to a firm.
Employer branding, wrote the book ”the employer brand - bringing the best of brand management to people at work ’’ together with colleague richard mosley chapter 1. Review of literature ambler and barrow (1996), in their paper made a case for the usefulness of employer branding, and reported the findings of semi-structured depth interviews with respondents from 27 companies about the. Findings regarding the role of employer branding to attract the best candidates 2 literature review employer branding becomes more and more popular and is widely used by practitioners yet there is a clear lack of academic research concerning this topic (backhaus & tikoo, 2004, 501 sokro, 2012, 164. Employer brand describes an employer's reputation (active and passive candidates, clients, customers and other key stakeholders) the art and science of employer branding is therefore concerned with the this latter aspect of the employer brand proposition is often referred to in the hr literature as the psychological contract. 352 pakistan economic and social review i introduction the crucial aim of this research is the exploration of impact of the employer branding on recruitment and selection the concept of employer brand is.
I aalto university school of business abstract international business communication master’s thesis 18 january 2014 maija kainulainen employer branding in international recruitment communication. Aims to conduct a literature review on brand in between 2010-2015 literature review is one of the most efficient ways of gathering the previous opinions and ideas related to the past studies employer branding 1 5 3 9 2,20 place branding 2 0 7 9 quantitative 2,20 other 10 5 30 45 11,00 brand strategy 40 20 53 113 27,63. Employer branding represents the organization as an employer and how this employer relates to its employees not just the current employees, but potential employees as well. Abstract: employer branding is the image of a company in the eyes of its employees and represents its reputation in the marketit is an important tool in today’s world to win the war of talent.
Literature review although some companies acknowledge the significance of the concept of employer branding in the 1990s, it has been thoroughly developed only in recent years (thorne, 2004 thorne, k (2004) one-stop guide: employer branding. Employer branding is a concept that has gained increased attention and scrutiny in the recent years, and is a phenomenon that accounts for the exchange of ideas between organizations and their environment (hagen 2008: 30. In order to understand if and how employer branding influences employees’ work behaviours and enhances employees’ ability to contribute to organizational productivity, effectiveness, and competitiveness, one needs to examine its functionality and capacities. The literature review has outlined the major factors in employer brand perception, this adds to the weight of choosing questionnaires as the preferred method of data collection the population of the study comprises of employees and potential recruits.
Abstract over the years, employer branding has not enjoyed as much attention in the branding literature this led the researchers to try to locate a theoretical and conceptual basis of employer branding based on a review of the literature. To strengthen the foundation for future work, this paper takes a brand equity perspective to review the extant literature and create an integrative model of employer branding. The literature reviewed provides a concise outline to the concept of employer branding including branding, the corporate brand and the internal brand, corporate culture, organisational attractiveness and reputation as well as service quality.