Attracting and Retaining Staff : The Role of Branding and Industry Image

Wallace, Michelle, Lings, Ian, Cameron, Roslyn, & Sheldon, Neroli (2014) Attracting and Retaining Staff : The Role of Branding and Industry Image. In Harris, Roger & Short, Tom (Eds.) Workforce Development : Perspectives and Issues. Springer, United States of America, pp. 19-36.

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Abstract

In increasingly competitive labour markets, attracting and retaining talent has become a prime concern of organisations. Employers need to understand the range of factors that influence career decision making and the role of employer branding in attracting human capital that best fits and contributes to the strategic aims of an organisation. This chapter identifies the changing factors that attract people to certain employment and industries and discusses the importance of aligning employer branding with employee branding to create a strong, genuine and lasting employer brand. Whilst organisations have long used marketing and branding practices to engender loyalty in customers, they are increasingly expanding this activity to differentiate organisations and make them attractive from an employee perspective. This chapter discusses employer branding and industry image as two important components of attraction strategies and describes ways companies can maximise their brand awareness in the employment market to both current and future employees.

Impact and interest:

2 citations in Scopus
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ID Code: 75006
Item Type: Book Chapter
Keywords: Attracting Staff, Retaining Staff, Role of Branding, Industry Image
DOI: 10.1007/978-981-4560-58-0_2
ISBN: 9789814560580
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 14 Aug 2014 02:04
Last Modified: 27 Oct 2015 16:26

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