It’s all about the experience – drivers of success in employer branding

Lara Moroko; Mark D. Uncles

It’s all about the experience – drivers of success in employer branding

Macquarie Graduate School of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

Abstract

In this study, cross-case analysis of the employer brands at four firms is undertaken to examine, empirically, how employer branding processes interact with anticipated and actual employment experience to produce conditions for employer brand success or failure. Activities and processes underpinning the employer brand are derived from the employer branding literature and are then used as a systematic framework to analyse the cases. This study establishes that aligning employer brand experience with the employer brand "promise" is critical to employer brand success. Employer brand activities and processes that support this alignment are elucidated, including psychological contract fulfillment, internal and external marketing communication, employee and brand attraction, meaning and loyalty and identity and image management.

Original language	English
Title of host publication	Proceedings of the Australia New Zealand Marketing Academy Conference 2013
Editors	Rod Brodie
Place of Publication	Auckland, New Zealand
Publisher	The University of Auckland Business School, University of Auckland
Pages	1-7
Number of pages	7
ISBN (Print)	9780646563305
Publication status	Published - 2013
Event	Australian and New Zealand Marketing Academy Conference (2013) - Auckland, New Zealand Duration: 1 Dec 2013 → 4 Dec 2013

Conference

Conference	Australian and New Zealand Marketing Academy Conference (2013)
City	Auckland, New Zealand
Period	1/12/13 → 4/12/13

Keywords

employer brand
employer brand experience
employer brand promise

Access to Document

http://anzmac.org/conference/2013/papers/anzmac2013-408.pdf

Cite this

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title = "It{\textquoteright}s all about the experience – drivers of success in employer branding",

abstract = "In this study, cross-case analysis of the employer brands at four firms is undertaken to examine, empirically, how employer branding processes interact with anticipated and actual employment experience to produce conditions for employer brand success or failure. Activities and processes underpinning the employer brand are derived from the employer branding literature and are then used as a systematic framework to analyse the cases. This study establishes that aligning employer brand experience with the employer brand {"}promise{"} is critical to employer brand success. Employer brand activities and processes that support this alignment are elucidated, including psychological contract fulfillment, internal and external marketing communication, employee and brand attraction, meaning and loyalty and identity and image management.",

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editor = "Rod Brodie",

booktitle = "Proceedings of the Australia New Zealand Marketing Academy Conference 2013",

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note = "Australian and New Zealand Marketing Academy Conference (2013) ; Conference date: 01-12-2013 Through 04-12-2013",

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Moroko, L & Uncles, MD 2013, It’s all about the experience – drivers of success in employer branding. in R Brodie (ed.), Proceedings of the Australia New Zealand Marketing Academy Conference 2013. The University of Auckland Business School, University of Auckland, Auckland, New Zealand, pp. 1-7, Australian and New Zealand Marketing Academy Conference (2013), Auckland, New Zealand, 1/12/13. <http://anzmac.org/conference/2013/papers/anzmac2013-408.pdf>

It’s all about the experience – drivers of success in employer branding. / Moroko, Lara; Uncles, Mark D.

Proceedings of the Australia New Zealand Marketing Academy Conference 2013. ed. / Rod Brodie. Auckland, New Zealand : The University of Auckland Business School, University of Auckland, 2013. p. 1-7.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

TY - GEN

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AU - Moroko, Lara

AU - Uncles, Mark D.

PY - 2013

Y1 - 2013

N2 - In this study, cross-case analysis of the employer brands at four firms is undertaken to examine, empirically, how employer branding processes interact with anticipated and actual employment experience to produce conditions for employer brand success or failure. Activities and processes underpinning the employer brand are derived from the employer branding literature and are then used as a systematic framework to analyse the cases. This study establishes that aligning employer brand experience with the employer brand "promise" is critical to employer brand success. Employer brand activities and processes that support this alignment are elucidated, including psychological contract fulfillment, internal and external marketing communication, employee and brand attraction, meaning and loyalty and identity and image management.

AB - In this study, cross-case analysis of the employer brands at four firms is undertaken to examine, empirically, how employer branding processes interact with anticipated and actual employment experience to produce conditions for employer brand success or failure. Activities and processes underpinning the employer brand are derived from the employer branding literature and are then used as a systematic framework to analyse the cases. This study establishes that aligning employer brand experience with the employer brand "promise" is critical to employer brand success. Employer brand activities and processes that support this alignment are elucidated, including psychological contract fulfillment, internal and external marketing communication, employee and brand attraction, meaning and loyalty and identity and image management.

KW - employer brand

KW - employer brand experience

KW - employer brand promise

M3 - Conference proceeding contribution

SN - 9780646563305

SP - 1

EP - 7

BT - Proceedings of the Australia New Zealand Marketing Academy Conference 2013

A2 - Brodie, Rod

PB - The University of Auckland Business School, University of Auckland

CY - Auckland, New Zealand

T2 - Australian and New Zealand Marketing Academy Conference (2013)

Y2 - 1 December 2013 through 4 December 2013

ER -

It’s all about the experience – drivers of success in employer branding

Abstract

Conference

Keywords

Access to Document

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