Employer brands

Lara Moroko, Mark D. Uncles

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Employer branding is defined and the virtuous circles of employer branding are described. These comprise an outer circle (the outcomes of employer branding on the external position of firms), an inner circle (the impact on the internal capabilities of firms), and interactions (where internal and external outcomes intersect). There follows a discussion of the identification of successful and unsuccessful employer brands. Finally, a call is made for a more holistic, process-based view of employer branding.
Original languageEnglish
Title of host publicationPerspectives on brand management
EditorsMark D Uncles
Place of PublicationPrahan, Vic.
PublisherTilde University Press
Pages151-170
Number of pages20
Edition1st
ISBN (Print)9780734610652
Publication statusPublished - 2011

Keywords

  • employer branding
  • virtuous circles
  • employee recruitment
  • employee retention

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  • Cite this

    Moroko, L., & Uncles, M. D. (2011). Employer brands. In M. D. Uncles (Ed.), Perspectives on brand management (1st ed., pp. 151-170). Prahan, Vic.: Tilde University Press.