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Employer branding: strategic implications for staff recruitment
| Content Provider | Scilit |
|---|---|
| Author | Wilden, Ralf Gudergan, Siegfried Lings, Ian |
| Copyright Year | 2010 |
| Description | In many developed economies, changing demographics and economic conditions have given rise to increasingly competitive labour markets, where competition for good employees is strong. Consequently, strategic investments in attracting suitably qualified and skilled employees are recommended. One such strategy is employer branding. Employer branding in the context of recruitment is the package of psychological, economic, and functional benefits that potential employees associate with employment with a particular company. Knowledge of these perceptions can help organisations to create an attractive and competitive employer brand. Utilising information economics and signalling theory, we examine the nature and consequences of employer branding. Depth interviews reveal that job seekers evaluate: the attractiveness of employers based on any previous direct work experiences with the employer or in the sector; the clarity, credibility, and consistency of the potential employers' brand signals; perceptions of the employers' brand investments; and perceptions of the employers' product or service brand portfolio. |
| Related Links | https://opus.lib.uts.edu.au/bitstream/10453/13977/1/2009003435.pdf |
| Ending Page | 73 |
| Page Count | 18 |
| Starting Page | 56 |
| ISSN | 0267257X |
| e-ISSN | 14721376 |
| DOI | 10.1080/02672570903577091 |
| Journal | Journal of Marketing Management |
| Issue Number | 1 |
| Volume Number | 26 |
| Language | English |
| Publisher | Informa UK Limited |
| Publisher Date | 2010-03-31 |
| Access Restriction | Open |
| Subject Keyword | Journal: Journal of Marketing Management Social Sciences, Interdisciplinary Employer Branding Recruitment Brand Equity Signalling Theory Qualitative Research |
| Content Type | Text |
| Resource Type | Article |
| Subject | Strategy and Management Marketing |
