Mechanisms that shape and perpetuate the employer branding process

Lara Moroko; Mark D. Uncles

Mechanisms that shape and perpetuate the employer branding process

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-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 language	English
Title of host publication	ANZMAC papers
Publisher	Australian and New Zealand Marketing Academy (ANZMAC)
Pages	1-7
Number of pages	7
Publication status	Published - 2009
Externally published	Yes
Event	ANZMAC 2009 : Sustainable Management and Marketing Conference - Duration: 30 Nov 2009 → 2 Dec 2009

Conference

Conference	ANZMAC 2009 : Sustainable Management and Marketing Conference
Period	30/11/09 → 2/12/09

Keywords

employer branding
employer brand
cross-functional
brand strategy
management processes

Cite this

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title = "Mechanisms that shape and perpetuate the employer branding process",

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.",

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author = "Lara Moroko and Uncles, \{Mark D.\}",

year = "2009",

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AU - Moroko, Lara

AU - Uncles, Mark D.

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N2 - 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.

AB - 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.

KW - employer branding

KW - employer brand

KW - cross-functional

KW - brand strategy

KW - management processes

UR - http://www.duplication.net.au:80/ANZMAC09/Papers.html

M3 - Conference proceeding contribution

SP - 1

EP - 7

BT - ANZMAC papers

PB - Australian and New Zealand Marketing Academy (ANZMAC)

T2 - ANZMAC 2009 : Sustainable Management and Marketing Conference

Y2 - 30 November 2009 through 2 December 2009

ER -

Mechanisms that shape and perpetuate the employer branding process

Abstract

Conference

Keywords

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Cite this