A Proposed Conceptual Framework to the impact of Talent Management on Employer Branding: An Empirical Study in Egyptian Food Processing Companies

Abstract

Abstract Human capital brings value to the firm and organizationalperformance can be enhanced through skillful investment in human capital (Backhaus and Tikoo, 2004). Within this context, escalated competition for attracting best employees to the firm is named “the war for talent” (Michaels, Handfiels-Jones and Axelrod, 2001). In today’s globalized business world, companies in all scales do their utmost to win the war for talent. An important tool in this war is employer branding. In order to attract better employees, firms recently started using branding principles and practices in the area of human resources management. The application of branding principles to human resources management has been termed as “employer branding” (Backhaus and Tikoo, 2004). The concept of employer branding has recently become a prominent topic in the HRM field. So this research not only investigate the impact of talent management dimensions on the employer branding factors in pharmaceutical organizations, but also build a conceptual framework to the impact of talent management on employer branding. Using survey approach, the data collected from 200 employers from various managerial levels from food processing companies in Egypt that have the biggest sales rate, the researcher selected managers as a the sample units from these food processing companies because manager has the chance to mobility between different companies and promotion to high administrative levels according to their capabilities to generate a distinctive sale rate and market share. That is to define the validity degree of both talent management dimensions and employers branding factors - between employers in different managerial levels in the Egyptian food processing companies, and also determine the impact of talent management dimensions on employers branding factors, and finally constructing a conceptual framework explore the impact of talent management dimensions on employer branding. This study found that talent management dimensions play a critical role to form the factors of employer branding. Talent management dimensions(communication, employee development , rewards and recognition, managing performance, open climate) have a positive impact on employer branding factors, and the five components of talent management lead to create employer branding factors (social value, interest value, Application value, Development value , Economic value , Management value , work/life balance ).in the organizations between employers. The employer branding factors build three dimensions which form employer branding (identity, image, and reputation) and according to these three factors talent manager could form a blue-print to employer branding in the organization. This study not only contributes to talent management concept but also identify its basic dimensions or components that have their impact on formulating employer branding in an important production sector in Egypt “food processing companies” concentrating on companies with big sales rates according to the Egypt Business Directory (Retrieved on 27th Aug.,2017), and also proposed a cyclic model to displaythe impact of Talent Management on Employer Branding.