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 |
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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) |
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City | Auckland, New Zealand |
Period | 1/12/13 → 4/12/13 |
Keywords
- employer brand
- employer brand experience
- employer brand promise