Employer Branding vs. Internal Branding - Ein Vorschlag zur Integration im Rahmen der identitätsbasierten Markenführung

Translated title of the contribution: Employer Branding vs. Internal Branding - A proposal for integration within the identity-based brand management

Christoph Burmann, Rico Piehler

Research output: Contribution to journalArticle

Abstract

With employer branding and internal branding two branding concepts gained attention of research and practice in the last decade. Both concepts focus on the target group of employees. While employer branding is concerned with positioning the organization as an attractive employer in order to attract potential employees and to retain current employees, internal branding focuses on current employees’ fulfilment of the brand promise which was communicated to relevant external target groups. Although the objectives of employer branding and internal branding differ they constitute complementary concepts which contribute to organizational success. Therefore, the paper’s objective is to present the concepts of employer branding and internal branding regarding definition, objectives and measures. Furthermore, similarities and differences will be discussed and an approach for integration within the framework of identity-based branding will be presented.
Original languageGerman
Pages (from-to)223-245
Number of pages23
JournalDie Unternehmung
Volume67
Issue number3
DOIs
Publication statusPublished - 2013
Externally publishedYes

Keywords

  • Brand Management
  • Employer Branding
  • Internal Branding
  • Employee
  • Employer
  • Brand Identity
  • Management Process

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