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Factors influencing employer branding

Factors influencing employer branding PurposeCompanies have to consider people as one of the most important resources. Especially, the combination of demanding work and academic workers requires activities with regard to employer branding. An employer brand is an intangible asset that allows companies to look for motivated and capable employees (Hillebrandt, 2013). Consequently, the concept of employer branding can be used (Brickson, 2005; Heilmann et al., 2013). The purpose of this paper is to supplement the first empirical investigations with students as new employees (e.g. Daniel et al., 2015) by the perceptions of potential employees in less powerful, i.e. more rural, regions.Design/methodology/approachThis paper summarizes existing findings and enhances two empirical investigations of 431 students of a technical university in a medium-sized city and 211 students of a university of applied sciences in a rural region in Germany. The data collection and analysis will focus on different methodical alternatives of identifying important drivers and dimensions of employer branding, as well as identifying different groups of potential employees and gender differences.FindingsThe paper highlights the need of the underrepresented but successful consideration of group specific analyses and following strategies in case of employer branding. The existing approaches of the establishment of an employer branding concepts can be improved through more suitable strategy elements when the addressees are better known.Originality/valueThe findings allow new insights, especially to smaller regions and companies and the awareness of group-specific analyses in general and in case of the development of an employer branding concept. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Quality and Service Sciences Emerald Publishing

Factors influencing employer branding

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1756-669X
DOI
10.1108/IJQSS-09-2017-0085
Publisher site
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Abstract

PurposeCompanies have to consider people as one of the most important resources. Especially, the combination of demanding work and academic workers requires activities with regard to employer branding. An employer brand is an intangible asset that allows companies to look for motivated and capable employees (Hillebrandt, 2013). Consequently, the concept of employer branding can be used (Brickson, 2005; Heilmann et al., 2013). The purpose of this paper is to supplement the first empirical investigations with students as new employees (e.g. Daniel et al., 2015) by the perceptions of potential employees in less powerful, i.e. more rural, regions.Design/methodology/approachThis paper summarizes existing findings and enhances two empirical investigations of 431 students of a technical university in a medium-sized city and 211 students of a university of applied sciences in a rural region in Germany. The data collection and analysis will focus on different methodical alternatives of identifying important drivers and dimensions of employer branding, as well as identifying different groups of potential employees and gender differences.FindingsThe paper highlights the need of the underrepresented but successful consideration of group specific analyses and following strategies in case of employer branding. The existing approaches of the establishment of an employer branding concepts can be improved through more suitable strategy elements when the addressees are better known.Originality/valueThe findings allow new insights, especially to smaller regions and companies and the awareness of group-specific analyses in general and in case of the development of an employer branding concept.

Journal

International Journal of Quality and Service Sciences – Emerald Publishing

Published: Jun 18, 2018

References

  • The employer brand
  • Business student perceptions of a preferred employer: a study identifying determinants of employer branding
  • Conceptualizing and researching employer branding
  • Captivating company: dimensions of attractiveness in employer branding