Dimensions of the employer brand

Jasmina  Ognjanović

Authors

Jasmina Ognjanović University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja

Keywords:

employer brand, dimensions of the employer brand, human resources

Abstract

Companies strive to attract talented employees from the labor market and reduce fluctuations in employee numbers, which can cause a number of negative effects on business, such as an increase in employment costs, decrease in revenue, lower productivity, bad interpersonal relations. In order to become attractive for talented employees, companies need to build the image of the attractive employer, defined as the employer brand in professional literature. Building an employer brand requires the development of particular aspects of it. Analyzing these aspects, the company management gets information on which potential and current employees are most worth hiring and keeping, and the answer to the question of which aspects need to be invested in and how employer can became attractive in the labor market. The aim of the paper is to observe the development of the aspects of the employer brand and their comparison, based on studies conducted earlier.The methods of research used in this paper are the following: methods of induction and deduction and methods of analysis and synthesis. Based on the earlier studies, it can be concluded that the identification and observation of the aspects of the employer brand indicate the demands and needs of employees, whose fulfillment leads to better business results and a better competitive position of the company. By developing these aspects, the employer actually follows the development of the company, the development of employees and the level of their satisfaction.

Downloads

Download data is not yet available.

References

Aggerholm, H. K., Andersen, S. E. & Thomsen, C. (2011). Conceptualising employer branding in sustainable organisations. Corporate Communications: An International Journal, 16(2), 105-123.

Alniacik, E. & Alniacik, U. (2012). Identifying dimensions of attractiveness in employer branding: effects of age, gender, and current employment status. „8th International Strategic Management Conference: Procedia - Social and Behavioral Sciences 58 (2012)?, 1336-1343.

Alniacik, E., Alniacik, U., Erat, S. & Akcin, K. (2014). Attracting Talented Employees to the Company: Do We Need Different Employer Branding Strategies in Different Cultures? „10th International Strategic Management Conference. Procedia - Social and Behavioral Sciences 150?, 336-344.

Ambler, T. & Barrow S. (1996). The employer brand. The Journal of Brand Management, 4(3), 185-206.

Arachchige, B. & Robertson, A. (2011). Business student perceptions of a preferred employer: a study identifying determinants of employer branding. The IUP Journal of Brand Management, 8(3), 25-46.

Ahmad, N. A. & Daud, S. (2015). Engaging People with Employer Branding. „7th International Economics & Business Management Conference?, 5th & 6th October 2015, 690-698.

Backhaus K. & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501-517.

Barrow, S. & Mosley, R. (2011). The employer brand: Bringing the best of brand management to people at work. Hoboken, NJ: John Wiley & Sons.

Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151-172.

Bondarouk, T. & Ruel, H. (2009). Electronic Human Resource Management: challenges in the digital era. The International Journal of Human Resource Management, 20(3), 505-514.

Gittell, J. H., Seidner, R. & Wimbush, J. (2010). A Relational Model of How High Performance Work Systems Work. Organization Science, 490-506.

Dabirian, A., Kietzmann, J. & Diba, H. (2017). A great place to work!? Understanding crowdsourced employer branding. Business Horizons, 2017(60), 197-205.

Edwards, M. (2009). An integrative review of employer branding and OB theory. Personnel Review, 39(1), 5-23.

Zhu, F., Wang, Z., Yu, Q., Hu, T., Wen, Y. & Liu, Y. (2014). Reconsidering the dimensionality and measurement of employer brand in the chinese context. Social behavior and personality, 42(6), 933-948.

Jain, N. & Bhatt, P. (2015). Employment preferences of job applicants: unfolding employer branding determinants. Journal of Management Development, 34(6), 634-652.

Kucherov, D. & Zavyalova, E. (2012). HRD practices and talent management in the companies with the employer brand. European Journal of Training and Development, 36, 86-104.

Lenka, U. & Chawla, S. (2015). Higher educational institutes as learning organizations for employer branding. Industrial and Commercial Training, 47(5), 265-276.

Lievens, F. & Highhouse, S. (2003). The relation of instrumental and symbolic attributes to a companys attractiveness as an employer. Personnel psychology, 56, 75-102.

Lievens, F., Van Hoye, G. & Anseel, F. (2007). Organizational identity and employer image: towards a unifying framework. British Journal of Management, 18(1), S45-S59.

Luki?, J. (2014). Okruženje i metode analize spoljašnjeg okruženja u procesu strategijskog menadžmenta. Menadžment u hotelijerstvu i turizmu, 2(1), 103-112.

Maxwell, R. & Knox, S. (2009). Motivating employees to ?live the brand‘: a comparative case study of employer brand attractiveness within the firm. Journal of Marketing Management, 25(9/10), 893-907.

Rampl, L. V. (2014). How to become an employer of choice: transforming employer brand associations into employer first-choice brands. Journal of Marketing Management, 30(13–14), 1486-1504. doi:10.1080/0267257X.2014.934903

Rampl, L. V. & Kenning , P. (2014). Employer brand trust and affect: linking brand personality to employer brand attractiveness. European Journal of Marketing, 48(1/2), 218-236.

Rampl, L. V., Opitz, C., Welpe, I. M. & Kenning, P. (2011). The role of emotions for successful employer branding: insights from functional magnetic resonance imaging (fMRI) and experimental research. Working paper.

Reis, G. G. & Braga, B. M. (2016). Employer attractiveness from a generational perspective: Implications for employer branding. R.Adm., São Paulo, 51(1), 103-116.

Roy, S. K. (2008). Identifying the dimensions of attractiveness of an employer brand in the Indian context. South Asian Journal of Management, 15(4), 110-130.

Sivertzen, A., Nilsen, E. R. & Olafsen, A. H. (2013). Employer branding: employer attractiveness and the use of social media. Journal of Product & Brand Management, 22(7), 473-483.

Sokro, E. (2012). Impact of Employer Branding on Employee Attraction and Retention. European Journal of Business and Management, 4(18), 164-173.

Srivastava, P. & Bhatnagar, J. (2010). Employer brand for talent acquisition: An exploration towards its measurement. The Journal of Business Perspective, 14(1e2), 25-34. doi:10.1777/097226291001400103

Schlager, T., Bodderas, M., Maas, P. & Cachelin, J. L. (2011). The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation. Journal of Services Marketing, 25(7), 497-508. doi.org/10.1108/08876041111173624

Tanwar, K. & Prasad, A. (2016). The effect of employer brand dimensions on job satisfaction: gender as a moderator. Management Decision, 54(4), 854-886.

Thomas, B. J. & Jenifer, S. C. (2016). Measurement model of employer brand personality a scale construction. The Journal - Contemporary Management Research. 10(1), 58-78.

Fernandez-Lores, S. Gavilan, D., Avello, M. & Blasco, F. (2016). Affective commitment to the employer brand: Development and validation of a scale. Business Research Quarterly, 19(2016), 40-54.

Foster, C., Punjaisri, K. & Cheng, R. (2010). Exploring the relationship between corporate, internal and employer branding. Journal of Product & Brand Management, 19(6), 401-409.

Hornung, M. (2001). Employer Branding in a Recession. Working Wire, January, dostupno na: www.marketingwire.com/heart.html.