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Employer branding : strategic implications for staff recruitment

Wilden, Ralph , Gudergan, Siegfried , & Lings, Ian (2010) Employer branding : strategic implications for staff recruitment. Journal of Marketing Management, 26(1), pp. 56-73.

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Abstract

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.

Impact and interest:

6 citations in Scopus
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ID Code: 33205
Item Type: Journal Article
Keywords: employer branding, recruitment, brand equity, signalling theory, qualitative theory
DOI: 10.1080/02672570903577091
ISSN: 0267-257X
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 06 Jan 2011 12:26
Last Modified: 01 Mar 2012 00:13

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