Mechanisms that shape and perpetuate the employer branding process

Lara Moroko, Mark D. Uncles

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

Abstract

Reported is an investigation of the mechanisms that shape and perpetuate the employer branding process. Various mechanisms have been suggested in the employer branding literature, mainly based on normative principles. This empirical study of employer branding is used to validate these mechanisms. The empirical investigation is based on in-depth qualitative case analysis of four contrasting firms. Some 58 process staff and 41 general staff were interviewed in order to identify a range of firm/macro-level and individual/micro-level processes. Additionally, previously neglected sector/industry-level mechanisms are also identified and explored.
Original languageEnglish
Title of host publicationANZMAC papers
PublisherAustralian and New Zealand Marketing Academy (ANZMAC)
Pages1-7
Number of pages7
Publication statusPublished - 2009
Externally publishedYes
EventANZMAC 2009 : Sustainable Management and Marketing Conference -
Duration: 30 Nov 20092 Dec 2009

Conference

ConferenceANZMAC 2009 : Sustainable Management and Marketing Conference
Period30/11/092/12/09

Keywords

  • employer branding
  • employer brand
  • cross-functional
  • brand strategy
  • management processes

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