Employer branding

strategic implications for staff recruitment

Ralf Wilden, Siegfried Gudergan, Ian Lings

Research output: Contribution to journalArticle

113 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)56-73
Number of pages18
JournalJournal of Marketing Management
Volume26
Issue number1-2
DOIs
Publication statusPublished - 2010
Externally publishedYes

Keywords

  • employer branding
  • recruitment
  • brand equity
  • signalling theory
  • qualitive research

Fingerprint Dive into the research topics of 'Employer branding: strategic implications for staff recruitment'. Together they form a unique fingerprint.

  • Cite this