An integrative review of employer branding and OB theory

Abstract

PurposeThe purpose of this paper is to review the existing literature linked to the emerging field of employer branding, with a view to adding insight from the perspective of the management of human resources.Design/methodology/approachThe approach taken entails reviewing books and academic journals from the area of marketing, organisational behaviour (OB) and business management. The review shows that research and theory from a range of fields can help add to one's knowledge of employer branding; these include areas of research that investigate organisational attractiveness to potential new recruits, research and writing linked to the psychological contract literature as well as work that examines organisational identity, organisational identification and organisational personality characteristics.Research limitations/implicationsThe main limitation of the review is that, while different areas and fields of research are being drawn on to help identify useful knowledge that can improve one's understanding of what effective employer branding might involve, the literature and research in each area will be (necessarily) selective.Practical implicationsThe review has a number of general practical implications; many of these are highlighted in the propositions set out within each section.Originality/valueThe originality of the review is that it is unique in showing how different areas of literature can be linked to employer branding. The review helps to integrate the existing literature in a way which can help personnel practitioners to immediately see the relevance of theories and research from a range of key academic fields.

Gender Aware Employer Branding: How to Become Authentic, Unique and Attractive

“…A powerful EVP includes tangible and intangible elements (Martin et al, 2005;Edwards, 2010;Stahl et al, 2012), comparable with Lievens' (2007) division of attributes into instrumental (objective, physical, and tangible) and symbolic (subjective, abstract, and intangible) traits. Significant parts of what the target group perceives as attractive will be ignored if employers only focus on job and organizational attributes when forming the EVP (ibid.).…”

“…Therefore, it is of great importance to elucidate and consider these qualities in the process of formulating a proposal that can withstand doubt and critical examination, consequently being authentic, unique, and attractive in the eyes of current and potential employees. Individuals experiencing unexpected and irrational behaviors in an organization that diverge from the communicated proposal or clash with personal values will more likely look for new job opportunities (Behrend et al, 2009;Edwards, 2010). Lawler (2005, p. 11) states: "And when they do not get what they want, today's workers are quick to move on to more attractive employment situations."…”

“…employer branding encompass almost everything a department for human recourses is expected to handle, a conclusion Edwards (2010) makes in "An integrative review of employer branding and OB (Note 2) theory." However, although a diversity of scholars in the fields of business, marketing, and psychology, for example, have contributed to different interpretations and perspectives, it was difficult to find articles with the combination of gender equality and employer brand.…”

Employer Branding in Selected Companies in United Arab Emirates

“…A wide array of practitioners and academics have contributed to the literature regarding employer branding (CIPD, 2007;Edwards, 2010).…”

The Impact of Employer Branding on Employees: The Role of Employment Offering in the Prediction of Their Affective Commitment

“…Lloyd (2002) (cited in Berthon, Ewing, & Hah, 2005, p. 153) defined employer branding as "the sum of a company's efforts to communicate to existing and prospective staff that it is a desirable place to work". With employer branding, the branded product is therefore the unique and particular employment experience that the company claims to offer to current and potential employees (Edwards, 2010). The "employment offering" that the organisation refers to in its communication thus lies at the very core of employer branding.…”