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

Lara Moroko, Mark D. Uncles

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-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 languageEnglish
Title of host publicationProceedings of the Australia New Zealand Marketing Academy Conference 2013
EditorsRod Brodie
Place of PublicationAuckland, New Zealand
PublisherThe University of Auckland Business School, University of Auckland
Pages1-7
Number of pages7
ISBN (Print)9780646563305
Publication statusPublished - 2013
EventAustralian and New Zealand Marketing Academy Conference (2013) - Auckland, New Zealand
Duration: 1 Dec 20134 Dec 2013

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2013)
CityAuckland, New Zealand
Period1/12/134/12/13

Keywords

  • employer brand
  • employer brand experience
  • employer brand promise

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