Employer brands

Lara Moroko, Mark D. Uncles

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


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
Number of pages20
ISBN (Print)9780734610652
Publication statusPublished - 2011


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


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