Attracting and Retaining Staff: The Role of Branding and Industry Image

Branding an industry?

“…Industry branding seeks to transform the image of an industry in the eyes (and pockets) of investors, prospective employees (employer branding), the general public, political representatives, public institutions and regulators, and, of course, the consumers. Although systematic studies of the relationship between industry image and company performance are yet to be conducted, extant studies do show that industry image significantly impacts the corporate image of companies operating in the industry and their ability to attract employees (Burmann et al, 2008;Wallace, 2014). It is also clear that a negative image of a category of products or services can have a chilling effect on the capacities of companies to attract consumers.…”

“…Further addressing the economic and managerial implications of industry branding, future research can investigate the impact of industry image on market development and company performance more closely. For example, studies that would measure of the impact of industry image on the performance of companies remain scarce, and tend to focus on implications in relation to employee recruitment (Burmann et al, 2008;Wallace, 2014). Further research could shed light on many other implications, such as how industry brand dynamics impact the market performance and market value of individual companies, how company-specific events and activities affect the industry brand, and vice versa.…”

Determinants of Success of Employer Branding in a Start‐up Firm in Nigeria

“…Finally, empirical research into employer branding is just growing and is relatively inadequate (Priyadarshi, ). Besides, most research in the field has been in Europe and the United States (Wallace, Lings, Cameron, & Sheldon, ). In contrast, this study is a contribution to the paltry literature on employer branding in Africa.…”

Comparing hotels’ employer brand effectiveness through social media and websites

“…Employer branding can be defined as a combination of marketing and recruitment practices allowing customers, employees and other stakeholders to recognise the desired organisational image (Wallace et al, 2013). In other words, the employer brand represents an organisation's image as perceived by actual and prospective employees.…”