Conceptualizing Employer-Based Brand Equity and Employer Brand Pyramid

Kashive, Neerja; Khanna, Vandana Tandon

doi:10.19044/esj.2017.v13n34p211

Cited by 10 publications

(7 citation statements)

References 24 publications

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“…Ambler and Barrow (1996) defined EB as “the package of functional, economic and psychological benefits provided by employment, and identified with the employing company”. (Lievens et al , 2007) stated that “employer branding is a specific form of managing corporate identities by creating both within and outside the firm an image of the firm as a distinct and desirable employer.” Kashive and Khanna (2017a, 2017b) based on the Keller brand pyramid built EB pyramid and saw if the same concepts of customer-based brand equity can be used to conceptualize the idea of employer-based brand equity.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Kashive and Khanna (2017a, 2017b) showed that advertisement, publicity and word of mouth of early recruitment activities impact all aspects of employer brand knowledge, such as employer familiarity, employer image and employer reputation. Employer reputation and employer image impacted organization attractiveness, whereas employer familiarity and employer image impacted firm performance.…”

Section: Literature Reviewmentioning

confidence: 99%

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Employer branding through crowdsourcing: understanding the sentiments of employees

Kashive

Khanna

Bharthi³

2020

JIBR

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Purpose The purpose of this paper is to explore the role of social media in creating an attractive employer brand for any organization. It investigates one of the social media Glassdoor, which is an online employer branding platform, where employees put their reviews which are both positive and negative. Analysis of these reviews can generate a lot of insights into employer branding. Design/methodology/approach The data was collected as 1,243 reviews from Glassdoor, an online crowdsourced employer branding platform for 40 top-rated employers across four different sectors, namely, Pharma, IT, retail and FMCG. Text and sentimental analyses were done using SAS visual analytical for these reviews. Findings Ten themes were generated from the text analytics which is nothing but the employer value propositions (EVPs), and they were social, interest, development and economic value as given by Berthon et al. (2005) and also others, such as work–life, management and brand value emerged. Social value came as a significant EVP followed by interest value and work–life values. Research limitations/implications This research is providing only ways to show that crowdsourced data can also be used to understand the mindset of employees regarding an employer’s image but is not providing any idea regarding how to generate the right employee value proposition. Originality/value The research has shown that employers can use crowdsourced employer branding insights to see where they stand in the employer's attractiveness spectrum. They can use innovative data analytics techniques, such as visualization for text and sentimental analysis to create employer branding intelligence strategies.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Employer branding through crowdsourcing: understanding the sentiments of employees

Kashive

Khanna

Bharthi³

2020

JIBR

Self Cite

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“…Thus an employer brand is an effective tool for attracting, selecting, and retaining superior employees. Based on Keller's customer-based brand equity model, Kashive & Khanna, (2017) conceptualized the idea of employer-based brand equity. The employerbased brand equity model suggests that by creating a desirable and favorable company image in employees' minds, employees would prefer a certain company.…”

Section: Hr Branding Versus Marketing Brandingmentioning

confidence: 99%

“…Companies with strong employer identity will be perceived as more attractive compared to others. Employee identification with the company has great importance, because employees' attitudes and behaviors could reinforce or weaken the corporate brand (Kashive & Khanna, 2017). Strong brand meanings should provide a favorable response from an employee when selecting a certain company for which to work.…”

Section: Hr Branding Versus Marketing Brandingmentioning

confidence: 99%

Hr Branding and the Potential Value: Empirical Evidence and Practical Implications

Brzovska¹,

Debarliev²,

Iliev³

2019

DRMJ

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Despite the growing popularity of the employer branding concept, academic research on the topic is limited; this is pivotal and pioneer research in the Republic of North Macedonia. This research investigates the possible factors that might affect the specific dimensions of firms' HR branding, such as employer branding, internal branding, and total rewards branding. Different parametric and non-parametric tests were run to determine if there were group differences in employer branding, internal branding, and total rewards branding scores between groups within eight evaluated variables divided into three categories: demographics of respondents (age, gender, and educational level), firm characteristics (size, industry sector, and ownership origin), and professional characteristics of respondents (job level position and customer contact level). The results confirm the expected differences in some of the evaluated HR branding dimensions between employees with different professional characteristics (job level position and customer contact level).

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“…For example, values that attract employees and/or are conducive to their maintenance were analysed by S.D.S. Tikson, N. Hamid and R. Mardiana Kashive and V. T. Khanna (2017). However, all these surveys were conducted only for employers who are companies.…”

Section: Introductionmentioning

confidence: 99%

The Reasons of Lack of Polish Young Potential Employees’ Interest in Universities as Employers in the Context of Perception of People Working in These Organizations

Baruk

Goliszek

2019

Marketing of Scientific and Research Organizations

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Summary The article has a theoretical and empirical character. Identifying the internal structure of reasons of lack of Polish young potential employees’ interest in universities as employers was the main goal of this paper. To prepare its theoretical part the method of cognitive-critical analysis of world literature on marketing and management was applied. The results of this analysis show that the aspects connected with the mentioned reasons have not been studied yet. The more the opinions about the way of perception of universities’ employees in the comparison of other organizations’ employees have not been taken into account in the analysis. So one can talk about the existence of a cognitive gap and an empirical gap in this scope. Striving to reduce these gaps the empirical studies were conducted. The research covered representatives of Polish young potential employees. Gathered primary data were statistically analysed applying the following research methods and tests: exploratory factor analysis and Kruskal-Wallis test. The results of these analyses show that the opinions on relative perception of universities’ employees decide about differences in the structure of reasons of lack of interest in universities as employers. But the mentioned opinions are the element differentiating in a statistically significant way only one reason.

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Conceptualizing Employer-Based Brand Equity and Employer Brand Pyramid

Cited by 10 publications

References 24 publications

Employer branding through crowdsourcing: understanding the sentiments of employees

Employer branding through crowdsourcing: understanding the sentiments of employees

Hr Branding and the Potential Value: Empirical Evidence and Practical Implications

The Reasons of Lack of Polish Young Potential Employees’ Interest in Universities as Employers in the Context of Perception of People Working in These Organizations

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