Industry branding : attracting talent to weaker profile industries

Wallace, Michelle, Lings, Ian, & Cameron, Roslyn (2012) Industry branding : attracting talent to weaker profile industries. Asia Pacific Journal of Human Resources, 50(4), pp. 483-502.

View at publisher

Abstract

There is global competition for engineering talent with some industries struggling to attract quality candidates. The ‘brands’ of industries and organisations are important elements in attracting talent in a competitive environment. Using brand equity and signalling theory, this paper reports a quantitative study examining factors that attract graduating engineers and technicians to engineering careers in a weak brand profile industry. The survey measures graduating engineers’ preferences for career benefits and their perceptions of the rail industry, which has identified a significant skilled labour shortfall. Knowledge of young engineers’ preferences for certain benefits and segmenting preferences can inform branding and communications strategies. The findings have implications for all industries and organisations, especially those with a weaker brand profile and issues with attracting talent.

Impact and interest:

2 citations in Scopus
Search Google Scholar™

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

ID Code: 57702
Item Type: Journal Article
Refereed: Yes
Keywords: employer branding;engineers/technical staff;rail industry;talent management;weak brand profile industries
DOI: 10.1111/j.1744-7941.2012.00040.x
ISSN: 10384111
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 28 Feb 2013 22:57
Last Modified: 12 Jun 2013 15:34

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page