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Reviewing the Employee Branding Process to Gain Firm Competitive Advantage

Publication Date Jun 17, 2022

Abstract

Brands are more challenging to capture, sustain market share, and keep their customers loyal in a highly competitive marketplace. One of the evident approaches that a brand considers is the employee branding process that highlights, establishes, and handles long-term competitive advantage. The employee branding process model recognizes numerous foundations through which messages are conveyed and defines the sources of elements that translate the employee branding process. This chapter reviews a theoretical model of the employee branding process, which posits employee brand image that has been compelled through the posts an employee receives and the structure inside employees' personality that empowers and creates logic regarding messages. The model postulates the concerns of the employee branding process and designates a feedback hoop by which managers can observe this process. Moreover, some unexplored areas of the employee branding process are proposed, including job crafting, workplace civility, motivation, and the behavioral aspect of innovation during a pandemic.

Concepts

Workplace Civility Employee Branding Theoretical Model Of Process Competitive Advantage Long-term Advantage Model Of Process Job Crafting Long-term Competitive Advantage Firm Competitive Advantage Aspect Of Innovation

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