Employer branding thesis

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Show full item record. Last updated: 20 May Exploring the role of employer brand equity in the labour market: differences between existing employee and job seeker perceptions.

Alshathry, Sultan. In recent years, companies in developed markets have faced challenges in securing and retaining high-quality employees as a result of aging workforces and skills and labour shortages.

To address this challenge, some organisations have developed employer branding programs aimed at building employer brand equity EBE in the labour market so the organisation will become an employer of choice EoC. Traditionally, the branding concept has been used for building brand equity in order to acquire and retain customers.

The adaptation of this marketing concept to the field of HR management has been widely accepted among scholars and practitioners; however, the effects of EBE in the labour market remain unclear because of a lack of empirical evidence. Employer branding has two audiences—externally it targets potential employees and internally it is directed towards employees. The majority of studies have focused on the external effects of employer branding, which raises the question of whether EBE has the same effect for job seekers and employees. The aim of this study is to provide an understanding of what drives EBE and to what extent it affects job seekers and employees.

The main assumption in employer branding is that employer brands play a similar role to brands in a traditional consumer context. Why a company needs Employer Branding?

Starbucks Employer Branding Lessons on How to Attract Top Talent

What influence Employer Branding? The Employer Branding process — a practical roadmap 5. Employee attraction and retention will continue to play an important role for companies. Vacancies needs to be filled with qualified and flexible talents which are limited available on the HR market. Thus companies have to create effective instruments for fighting for talents.

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Before compiling a strategy for initiating an Employer Branding development, this working paper analyzes the needs for Employer Branding as well as the elements influencing the attractiveness of an Employer. According to surveys mentioned in the following chapters, it is proven that a strong Employer Brand has a significant influence in the employees performance and that a strong product brand can essentially support the development of the employment brand.

The attributes playing highest role in Employer Branding importance are reputation of products and services, corporate culture and work environment. The practical roadmap for initiating an Employer Branding strategy consist of a four step system.


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Embedded system elements are 1 assess, 2 construct, 3 implement and 4 measure. Some sources and success stories are listed later in this assignment. The global market, the current demographical trends and other challenges will produce a shortage of talents.

Impact of Employer Branding on Employee Performance

During the last decade, many labour markets had encountered a shortage of skilled labour. In fact, whole industrial branches have had serious problems to fill vacancies. Many have forecast horror scenarios for the labour market, whereas others have created strategic concepts to cope with it. Employee attraction and retention will continue to be an important issue for many companies in the beginning of the 21stcentury.

The new up-coming competition for talents draws the attention on a new strategy, in order to deal with the future challenge. What supports a company's effort to built a strategy for developing his Employer Branding and to motivate his staff in order to withstand this competition for talents? To answer theses questions, the next chapters focus on the relevance of employer branding and on a concept of strategic Employer Brand management.

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A brand image refers to how the target market perceives the brand. A brand identity is the message sent out by the brand through its advertising, product form, name, visual signs etc. But what image people have of the brand can be quite different from the message that the company is seeking to communicate. Management should plan the.

Kapfferer [2] introduced the concept of the brand pyramid, consisting of three levels, further on used by Doyle. The middle level of the pyramid is the brand style which expresses the brand core in terms of the culture it conveys, its personality and its self-image.

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Employer Branding Thesis Pdf

The base level of the brand pyramid consists of the brand themes which are how the brand currently communicates through its name, advertising etc. Figure 1: The brand pyramid by Kapfferer , modified by Doyle containing the brand identity.

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The concept of the brand pyramid is useful. First, it enables the company to understand the brand, its strengths and opportunities. Third it enables the brand team to develop consistency in the message being transmitted through packaging and design, advertising and through line and brand extensions.