Employer Branding and Talent Recruitment: A Systematic Literature Review

Abstract

In the contemporary highly competitive business environment, employer branding is of greatest importance to talent attraction. However, studies on employer branding and talent recruitment are scattered in diverse disciplines due to the multidisciplinary nature of the problem, and a synthesis is needed to understand what we know, and what we should know about this important problem. This study aims to systematically and comprehensively review extant literature, map out the state of research, and propose avenues for future research on this important subject. Using the method of systematic literature review, we conducted both a descriptive analysis and a thematic analysis of 79 relevant studies. Descriptive analysis was adopted to present research trends in employer banding and recruitment. Thematic analysis was organized in a heuristic model of antecedents, moderators and outcomes of employer branding. Further, dimensionality of employer branding was also examined in this study. We discuss results and implications of our findings, to suggest promising avenues to advance research on employer branding and recruitment. Keywords: employer brand, employer branding, talent, recruitment