Captivating company: dimensions of attractiveness in employer branding

The Role Concept in Corporate Branding and Stakeholder Management Reconsidered: Are Stakeholder Groups Really Different?

“…A well-accepted defi nition of a stakeholder is ' any group or individual who can affect or is affected by the achievement of an organization ' s purpose ' ( Freeman, 1984: 25 ). Research in the fi eld of internal marketing ( Bergstrom et al ., 2002 ;George, 1990 ), employer branding ( Berthon et al ., 2005 ), investor relations ( H ä gg and Preiholt, 2004 ) or public relations are just a few examples of the extensive efforts to approach different stakeholder groups specifi cally in order to achieve favorable positioning of the corporate brand in the minds of the targeted stakeholder groups. These multi-stakeholder judgments about any specifi c organization also impinge upon such areas of research as corporate reputation management, stakeholder management and corporate branding.…”

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

“…Nyborg and Zhang (2011) conclude that companies associated with CSR have a cost advantage due to lower wage payments as compared with other firms. Here, action for gender equality can be seen as a part of a company's CSR policy Kenning, 2013), the participation of the employees in the EB development process must also be seen as a crucial measure (Berthon et al, 2005;Edwards & Kenal, 2011). Edwards and Kelan (2011) assert that because "…employees can be considered important stakeholders of employer branding, their participation in the employer branding process is therefore a very important part of the process" (p. 178).…”

“…A successful EVP has to be true and attractive to the target groups and stand out in comparison to competitors. In order to succeed, the organization must do its identity homework before it can present itself in a way that appeals to current and future employees, authentically, consistently, and effectively (Berthon et al, 2005;Parment & Dyhre, 2009).…”

“…A crucial factor for any development process is having a truthful picture of the present situation before taking measures to create a new situation (Brulin & Svensson, 2012) to do the "homework" (Berthon et al, 2005;Parment & Dyhre, 2009). The investigation will probably be more comprehensive if a gender perspective is integrated in the search for representative attributes for the target groups.…”

“…In fact, Moroko and Uncle (2005) make an analogue between strategies used for consumer and employer brands (for a discussion, see Berthon et al, 2005;Moseley, 2007). Transferring this association and then reflecting upon how companies constantly adjust and re-develop their products and try to attain new markets, it is logical to reflect on how much effort is invested in ongoing adjustments of the organizational proposals to employees and future employees, that is, measures to secure retention, attraction, loyalty, and motivation.…”