Employer Branding Research Articles

Recommendations for Internal Communication to Strengthen the Employer Brand: A Systematic Literature Review

The increasingly intense competition in organisations means that they have to develop strategies to differentiate themselves. One of these strategies consists of using internal communication to improve the company’s attractiveness to outside talent and increase its attractiveness to its existing employees. However, this relationship still needs to be studied in the existing literature. This review aims to find and understand the main recommendations to be used in internal communication to improve employer branding. Nine open access scientific articles published between 2013 and 2023 on Scopus and Web of Science, written in English, met the inclusion criteria. Internal communication has been proven to play a crucial role in employer branding. The review presents a series of guidelines that can be incorporated into internal communication to strengthen the employer brand. These relate to communication qualities, knowing how to listen to and respect employees, maintaining responsiveness, providing feedback and the flow of company-related information, and choosing the appropriate communication channels. This study contributes to the ongoing scientific community by summarising and exploring the literature from the past decade. Its findings enhance our understanding of this field of study and strongly advocate for future research.

Brands in the Labor Market: How Vertical and Horizontal Brand Differentiation Impact Pay and Profits Through Employee–Brand Matching

The primary focus of brand equity research has been on how brand knowledge creates value for firms through customer behavior in product markets. Using archival data and five experiments, this article tests a framework that outlines the unique role brands play in the labor market. The framework distinguishes between vertical and horizontal differentiation and shows that vertical brand differentiation is associated with lower pay, whereas horizontal brand differentiation is associated with higher pay. Employees are also vertically and horizontally differentiated, and firms high in horizontal brand differentiation pay more for employees who match their brands’ differentiating characteristics (i.e., brand-relevant complementarities). Results show that these brand–pay relationships have important downstream effects on employee behavior and, consequently, on firm profits. Specifically, leveraging vertical brand differentiation to lower pay represents a false economy because profits are attenuated by negative effects on employee productivity and retention. In contrast, when managers at firms high on horizontal brand differentiation pay more, profits increase via the same mediating employee behaviors. Six firm strategies and investments that influence firm bargaining power in the employee–brand matching process are found to moderate the brand–pay relationship and downstream effects on profits.

Pengaruh Employer Branding terhadap Turnover Intention Dimediasi Employee Engagement di XYZ Headhunter

Turnover intention is a mental or psychological decision that exists between individual approaches with reference to continuing a job or to leave a job. This turnover can be a clue to the stability of employees in an organization or company, meaning that if the more frequent or higher the turnover rate, the organization can be said to be unstable. Based on the results of a pre-survey conducted by 10 people at Startup XYZ Headhunter, using three statement indicators, the results showed that most respondents showed a desire to leave the company. This study uses employer branding variables as exogenous variables and employee engagement as a mediating variable. Employer branding is a concept of marketing applied in HR management to brand the company into a desirable workplace, while employee engagement is the empowerment of organizational members towards their position and role in the company. This study aims to determine employee engagement in mediating the effect of employer branding on turnover intention at XYZ Headhunter. This research was conducted at XYZ Headhunter with a sample size of 32 respondents using the saturated sampling method. Data collection was carried out using a survey approach, where the research instrument used was a questionnaire. The data collected was then analyzed using path analysis techniques, and the sobel test was used in this study to test the hypothesis of this study. The results and conclusions of this study indicate that employer branding has no effect on turnover intention, employer branding has a positive and significant effect on employee engagement, employee engagement has no effect on turnover intention, and employee engagement does not mediate the effect of employer branding on turnover intention.

НЕЙМИНГ В ФОРМИРОВАНИИ КРЕАТИВНОЙ КОНЦЕПЦИИ ЦЕННОСТНОГО ПРЕДЛОЖЕНИЯ РАБОТОДАТЕЛЯ (EVP)

Geopolitical and economic challenges, the development of technology have significantly changed the external and internal labor market. The demographic situation is complex: there is a trend towards a decrease in the population of the Russian Federation; the number of youth and technical specialists is not growing at the pace necessary to meet the needs of employers; unemployment is kept at a “calm” level with an increase in the number of self-employed (people do not want to be hired because of a change in life values). In the context of the development of production, the struggle for graduates, specialists and talents is intensifying. Employer brand management is moving to a new level of quality: from entertainment events to deep development of the employer brand concept. The identifier of the company’s image is positioning — conveying the employer’s value proposition (EVP) to target audiences. The highlight of the study is a new look at the application of naming from product marketing to employer branding. Naming helps to succinctly, concisely and emotionally attractively formulate the key benefits of working in a company. By creating slogans that convey EVP, HR managers convey the identity, essence of the activity, products and benefits of working in the company. A creative concept in the form of visualization in corporate colors makes the employer recognizable, candidates want to work, employees want to stay. An overview of examples of naming in the formation of the creative concept of the employer’s value proposition is given.

HR-branding as a strategy for attracting student audience

Aim. To evaluate the effectiveness of using the tools of employer brand promotion among the youth audience on the example of students and graduates of the economic specialty.Tasks. To analyze the information about the events held with the participation of company representatives at the Faculty of Economics of the Lomonosov Moscow State University (MSU) with the help of the Employment Assistance Service of the Faculty of Economics, based on the data on the formats and number of such events.Methods. The study applied general logical methods of cognition: dialectical, systemic, logical and comparative analysis; sociological methods, including surveys.Results. Recent events such as the COVID-19 coronavirus pandemic and the withdrawal of foreign companies from Russia have significantly affected the structure of the labor market and, consequently, the employment of students and graduates. Using the 2019-2023 graduate employment data collected upon graduation, the top employing companies for graduates of bachelor’s or master’s degree programs of the MSU Economics Department were compiled. As a result of analyzing the activities of the Department of Employment Promotion and Alumni Relations, as well as student units, the key forms of employer brand promotion at the Faculty of Economics were identified: academic and extracurricular events with the participation of representatives of partner companies and Career Day.Conclusions. It is proved that active promotion of the employer brand has a direct positive impact on the employment of young people in these companies. The most effective was the organization of educational and extracurricular activities during the year. Career days had less impact, which is explained by the dominant number of internships and practicums offered at such events, while graduates by the time of the survey are already trying to find a permanent job. In this regard, there are prospects for extending the study to include more junior students.

Exploring the impact of employer brand attributes on financial performance: an intellectual capital perspective

PurposeThe employer brand is a crucial intangible asset for companies as it enhances the employer–employee relationship, leading to improved employee performance and overall company outcomes. This paper aims to investigate the contribution of the employer brand to the financial results of companies in southern Europe.Design/methodology/approachThe sample consists of 266 companies operating in southern European countries during the year 2020. Secondary data on employer brand attributes, assessed from the perspective of current employees, were collected from the Glassdoor platform. Financial indicators were obtained from the companies' annual financial reports. The research hypotheses were tested using regression analysis.FindingsThe results of the regression analysis support the notion that the employer brand contributes to profitability indicators and management effectiveness indicators of southern European companies. However, the study did not find evidence supporting the contribution of the employer brand to market indicators and financial structure indicators of the observed companies.Originality/valueThis study is one of the first empirical investigations to assess the role of the employer brand as a human capital tool for enhancing the financial performance of companies in southern Europe. The study examines employer brand attributes from the perspective of current employees, who actively participate in shaping the employer brand and the company's image. In contrast to prior research, this study incorporates a more extensive set of financial indicators, categorized into four groups: profitability indicators, management effectiveness indicators, market indicators and financial structure indicators.

Impact Analysis On Perceived Credibility Of Online Job Advertisement And Employer Branding To Intention To Apply Generation Of Job Seekers With Organizational Attractiveness As Mediating Variable

The current era of technological and industrial development 4.0 has had various impacts on daily life and activities, where the digitalization process has become the basis of competitiveness in the business and industrial environment. One of the areas that are affected is in the field of human resource management and the recruitment process which leads to electronic recruitment. Moreover, one of the challenges for companies today is facing a 'talent war' in the current labor market, which directs them to attract potential talent by creating employer branding and providing relevant vacancy information. This study examines the effect of perceived credibility of online job advertising and employer branding on the intention to apply for a job among Generation Z job seekers in technology start-ups in Indonesia, with organizational attractiveness as a mediating variable. The research respondents were 270 Generation Z job seekers in the Jabodetabek area, and a quantitative research method was used with Structural Equation Model (SEM) analysis

Strategies of employer branding with temporary workers: Possibilities and obstacles towards their integration as branding ambassadors

This study analyses temporary employees’ perceptions and experiences with respect to temporary employment companies (TECs), which contract them, and to the companies where they provide their services. Their level of possible integration in the strategies of employer branding in both types of companies is analysed. To that end, both the causes for their satisfaction or dissatisfaction with those companies have been studied and the temporary employee Net Promoter Score (eNPS) has been analysed in order to determine to what extent they may act as a company branding ambassador. This analysis has been carried out on the basis of two investigations conducted among employees from the same TEC before and after the Covid-19 pandemics, which has allowed us to count on a series of values to identify trends and, at the same time, to ascertain their impact on this type of employees caused by such a dramatic and global event as the recent pandemics started in 2020. With this in mind, we have reached a set of conclusions on how to improve the integration of this type of workers in companies through the improvement of internal communication and the strengthening of the corporative culture to foster their role as branding ambassadors in the companies where they operate.

The Impact of Employer Branding and Career Development on Employee Retention at Al-Ibrah Foundation

The purpose of this research is to determine the influence of employer branding and career development on employee retention applied at Al-Ibrah School in Gresik. The sampling was done using the proportionate stratified random sampling method. The sample for this study consisted of 65 respondents who were teachers at Al Ibrah School from kindergarten, elementary school, and junior high school levels. The analysis technique used in this research was multiple linear regression using SPSS software. The analysis results showed that (1) employer branding has a positive effect on employee retention, (2) career development has a positive effect on employee retention, and (3) employer branding and career development have a positive effect on employee retention. This indicates that the employer branding and career development implemented by Al Ibrah School in Gresik are important in retaining teachers who teach at the school.

Impact of Employer Branding, Social Media Marketing & EWOM on Consumer Online Purchase Intention with Mediation of Brand Trust

This study aimed to determine the impact of social media marketing on brand trust and online purchase intention, to determine if social media marketing and electronic word of mouth undoubtedly help customers get more and more information about the product or brand more than the conventional means i.e. word of mouth, to determine the impact of brand trust on online purchase intention as well to know the consumer's assurance in purchasing products online. The research design employed in this study is causal research, aimed at understanding the behaviour of social media users. To gather data for the study, social media platforms served as the data collection channels. A total of 219 respondents participated in an online questionnaire, and the structural equation modelling (SEM) technique was utilized to track the hypothesized causal relationships. The outcomes of this study identify that consumers exhibit more trust in social media marketing compared to social EWOM. As a result, it is advisable to prioritize hypotheses that garnered acceptance and appear more viable and dependable for generating online purchase intentions. It's important to note that this research is confined to the apparel industry, with data primarily collected from urban areas due to their higher levels of literacy, awareness, fashion sense, technology use, and income compared to rural areas, where social media device usage is limited.

Corporate social responsibility and employer brand personality appeal: approaches for human resources challenges in the hospitality sector

ABSTRACT Employer branding in organizational human resources management is essential. Nevertheless, certain gaps persist within the realm of scientific research in this field, particularly in the exploration of novel concepts like employer brand personality appeal and its potential impact within the hospitality industry, which grapples with numerous human resources challenges. To fill this gap in knowledge, this paper introduces employer brand personality appeal as a concept within the hospitality employer brand context and measures its impact alongside corporate social responsibility on employee turnover intention and satisfaction in Iran’s hospitality industry. Using a quantitative approach, a survey questionnaire was applied to investigate employees’ perceptions. Respondents were 225 employees of four-and five-star hotels in Tehran. Results signify the impact of both corporate social responsibility and employer brand personality appeal on employees’ behavioral consequences. Furthermore, findings support the influence of corporate social responsibility in promoting employer brand personality appeal. Therefore, this study expands hospitality employer brand literature by proposing a novel concept and exploring its potential for hospitality human resources deficiencies.

THE ROLE OF EMPLOYER BRAND ATTRACTIVENESS IN THE HOTEL LABOUR MARKET

The employer brand is seen as part of the intangible assets of a hotel that provides economic, functional, and psychological benefits to current and potential employees. This paper aims to identify and examine the influence of EBA on potential employees in the hotel industry. The study analyses the relationship between the dimensions of employer brand attractiveness and the decisions of potential employees - intent to join hotels and future behaviour. The sample includes 203 final year bachelor’s students and master’s students in the Hotel management course. The results reveal a positive effect of the dimensions of employer brand attractiveness (compensation and benefits, management value, and development and training) on intent to join. Also, the results reveal the effect of the dimensions (work/life balance, compensation and benefits, and development and training) on the future behaviour of potential employees.

Who is CSR for in employer branding? Insights on employer branding strategies across industries, educational backgrounds and career styles

AbstractSince recruiting high‐potential employees is essential to be innovative and sustainable, scholars and practitioners advocate using attributes of general interest for employer branding. Through two empirical studies, this research investigates to what extent employer branding strategies can rely only on sustainability‐related attributes to win the war for talent. Study 1 compares the effects of (corporate social responsibility) CSR and other sustainability‐related symbolic attributes (namely originality and resilience) on applicants across different educational backgrounds. The results reveal that the applicants' attitudes towards these attributes vary across their social identities, especially concerning the search for employer originality, which is a proxy of organisational innovativeness. Study 2 focuses on how personal identities shape the reactions to different career growth opportunities. The experiment on engineering graduates reveals that those applicants aiming to advance their career faster (boundaryless) find advancement opportunities based on self‐initiative more attractive than those based on organisational support, which further contrasts the belief that CSR‐related attributes are universally effective. Results contribute to the employer branding theory by demonstrating that applicants' social and personal identities determine the effectiveness of CSR and other, previously unexplored, symbolic and instrumental employer attributes. They also provide employers with directions for designing effective recruiting strategies across educational backgrounds and career preferences.

A SYSTEMATIC REVIEW OF ORGANIZATIONAL DYNAMICS IMPACT ON INNOVATIVE BEHAVIOR AMONG R&D PERSONNEL FOR HIGH-TECH ENTERPRISE

This article explores the relationship between organizational dynamics and innovative behavior among R&D personnel in high-tech enterprises. The purpose of this study is to analyze the relationship between organizational dynamics and innovative behavior and uncover the mechanisms through which organizations effectively promote and foster innovation among R&D personnel. To achieve this, a systematic literature review was conducted on 26 empirical research papers published between 2019 and 2023, retrieved from various databases and academic resources networks. The investigation focused on the impact of leadership styles, organizational climate, employer brand and resources availability on cultivating innovative behavior. The findings indicate the significance of establishing strong relationships between organizations and R&D personnel, emphasizing the positive influence of these organizational factors in fostering innovation and playing a crucial role in creating a conducive innovative environment. This review provides valuable insights for both theoretical understanding and practical implementation, revealing how high-tech enterprises enhance their innovation capabilities through effective organizational strategies. By exploring other organizational dynamic factors and their specific mechanisms influencing innovative behavior, future research can further deepen the understanding of this dynamic relationship. Overall, this study highlights the importance of organizational dynamics in promoting innovative behavior, offering relevant guidance to high-tech enterprises seeking to enhance their innovation capabilities.

CSR employer branding, organisational identification, person–organisation fit and employee retention: a dual mediation model

PurposeCorporate social responsibility (CSR) is gaining recognition and value among researchers, academicians and business professionals. Drawing on theories of social identity and person–organisation fit, the present research propounds a model that investigates the role of CSR branding in influencing employee retention.Design/methodology/approachThe paper is based on primary survey data from 348 employees working in organisations in the Indian industrial hubs. The study uses the regression and PROCESS macro model to analyse relationship among study variables.FindingsThe study indicated how CSR initiatives could help organisations handle the threat of high turnover storm all over the world, thereby retaining the employees with a high set of skills. Moreover, the paper connotes that employee retention is influenced directly by CSR branding as well as indirectly under the presence of organisational identification and person–organisation fit (mediators).Practical implicationsResults suggest the role of a positive identity and a mutual fit as significant predictors of employee retention. The implications for future research on CSR, employees' stay intentions, employees' identification and value congruence are further discussed in light of the findings.Originality/valueThe novelty of this research insists on shedding light on the indirect mechanisms linking CSR to employee retention that has been overlooked so far, particularly in the Indian setting; studies on an integrated model of organisational identification and person–organisation fit are limited.

HUMAN CAPITAL MANAGEMENT: PERAN DAN DAMPAKNYA PADA EMPLOYEE BRANDING DI PT. XYZ

Today, the role of Human Capital Management HCM is very important to make the company business more competitive in the global economic competition. Human capital must retain the top talent employee, beside it must make the employees engage with the company. Providing the best employee value proposition that fits with the company's ability and conditions is the one's element of the company's strategy to make employee engagement. Employees who are engaged will be committed and do more than expected to the company. Employee branding can't be forced but as a willingness and self-awareness that requires emotional link between employee and company. This connection is called an employee engagement. This research attempts to explore the roles and the impacts of HCM in employee branding. The methods used in the research are qualitative with descriptive models The sampling of collecting data is through observation, interview, and questionnaire sent directly to 50 employees as respondents. The results indicate that the Human Capital Management has the roles and impacts to the employee branding directly and undirectly. 

Ethics and Sustainability in Hospitality Employer Branding

Tourism is currently one of the main sectors of profit for the worldwide economy. This study aims to explore ethics and sustainability in employer branding applied in the hotel industry, which is intended to correlate these very current and little-explored themes. This study aims to explore the investigation of these concepts that have grown, especially in the area of tourism and hospitality, as a way to better understand how the hotel sector can improve and develop strategic tools to achieve organisational success and capture the best talent. Methodologically, a Delphi method (three rounds) was performed through 26 participants recognised as experts of three major associations within the hotel industry in Portugal. As the main outcome, this research validated the Ethics and Sustainability in Hospitality Employer Branding Model, comprising three dimensions (HRM and EB Practices; Factors of business ethics and environmental sustainability; and Advantages of UH in implementing the EB strategy and RS communication) and underlying categories. Findings and practical implications to management are presented.

IMPLEMENTATION OF EMPLOYER BRAND EQUITY AS AN EFFORT TO REDUCE INTENTION TO LEAVE AT PT GEMILANG PLASTAMA CEMERLANG

This study aims to analyse the effect of employer brand equity of PT Gemilang Plastama Cemerlang, namely social value, interest value, development value, application value, economic value. As well as the effect of employer brand equity on intention to leave. The research method used is associative quantitative research method, where the data collection method is done by distributing questionnaires. The population in this study were all Gen Z, totalling 100 people. Sample withdrawal is done by saturated sampling method. Data processing using SPSS version 26 software, with descriptive analysis and multiple linear regression analysis hypothesis testing. The results showed that (1) partially social value has a positive and significant influence on interest value (2) partially development value has a positive and significant influence on application value. (3) simultaneously there is a positive and significant influence between economic value variables and intention to leave. These findings can be input for employers in making decisions as a strategy to increase comfort for employees, especially in shaping employer brand equity to employees.

Examine impact of factors of employee branding on employee retention, with mediation of organizational identification

In the ever-changing modern world, Pakistani healthcare and educational organizations must find a way to draw and keep top talent while still providing outstanding services. The research investigates the effects on employee retention of a number of employer branding factors, such as pay, job security, authority, work-life balance, corporate social responsibility, and brand reputation. The mediating role of organizational identity is taken into account in order to fully evaluate this relationship and offer insights into the overall impact of these variables on staff retention within Pakistani firms that operate in the healthcare and education sectors, 130 employees make up the research sample. Employer branding, organizational identification, and employee retention are complex dynamics that require a solid theoretical framework, which this study provides by drawing on social identity theory, resource-based theory, signaling theory, and social exchange theory. Based on preliminary studies, it appears that healthcare companies are more affected by employee branding when it comes to staff retention than are educational organizations. In the end, the knowledge gained from this study project will have a significant impact on companies looking to improve their capacity to draw in and keep people, especially in Pakistan's crucial healthcare and education sectors.

THE IMPACT OF EMPLOYER BRANDING ON ORGANIZATIONAL PERFORMANCE: A COMPREHENSIVE ANALYSIS

This article investigates the relationship between employer branding and organisational performance, identifying the underlying mechanisms contributing to enhanced performance. Next, we analyse various aspects of employer branding, including its influence on talent attraction, employee engagement, retention, and overall productivity. Finally, we provide insights on how organisations can strengthen their employer brand to optimise performance.
 In the competitive labour market, employer branding plays a crucial role in an organisation's ability to attract and retain top talent, directly influencing organisational performance. This article examines the relationship between employer branding and organisational performance by exploring its effects on talent attraction, employee engagement, retention, and overall productivity. It also offers insights on strengthening an organisation's employer brand to optimise performance.
 Employer branding, an organisation's reputation as an employer, can provide a competitive advantage by creating a motivated, engaged, and productive workforce. A strong employer brand attracts high-quality candidates, reducing recruitment time and cost and ensuring a diverse and talented candidate pool. Organisational culture, work environment, compensation and benefits, growth opportunities, and corporate social responsibility contribute to developing a strong employer brand. Effective employer brand communication across multiple channels, such as corporate websites, social media, and job advertisements, is essential to attract top talent. Employer branding events and employee advocacy can further strengthen the brand. Assessing the employer brand's strength can help organisations identify areas of improvement and gauge their attractiveness in the job market.
 Employee engagement and satisfaction are closely linked to an organisation's employer brand. Factors such as leadership, job design, recognition and rewards, work environment, and opportunities for growth and development contribute to employee engagement and satisfaction. Assessing employee engagement and satisfaction can provide valuable insights into their perceptions of the organisation and commitment to its goals. Engaged and satisfied employees exhibit higher performance, productivity, and innovation levels, leading to improved organisational outcomes.