Factors influencing employer branding

Brusch, Ines; Brusch, Michael; Kozlowski, Therese

doi:10.1108/ijqss-09-2017-0085

Cited by 10 publications

(10 citation statements)

References 25 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Employer's brand represents a part of the company's intellectual assets that significantly increases the performance of internal human capital and has the potential to attract external human capital. Authors like Brusch et al (2018) and Kucherov and Samokish (2016) agree with this, observing the employer brand as a valuable part of intangible assets that contributes to the company's competitive advantage. By employing talented individuals, structural capital is used more efficiently, which also increases the value of IC.…”

Section: Introductionmentioning

confidence: 60%

Exploring the impact of employer brand attributes on financial performance: an intellectual capital perspective

Dženopoljac,

Ognjanović,

Dženopoljac

et al. 2023

JIC

View full text Add to dashboard Cite

PurposeThe employer brand is a crucial intangible asset for companies as it enhances the employer–employee relationship, leading to improved employee performance and overall company outcomes. This paper aims to investigate the contribution of the employer brand to the financial results of companies in southern Europe.Design/methodology/approachThe sample consists of 266 companies operating in southern European countries during the year 2020. Secondary data on employer brand attributes, assessed from the perspective of current employees, were collected from the Glassdoor platform. Financial indicators were obtained from the companies' annual financial reports. The research hypotheses were tested using regression analysis.FindingsThe results of the regression analysis support the notion that the employer brand contributes to profitability indicators and management effectiveness indicators of southern European companies. However, the study did not find evidence supporting the contribution of the employer brand to market indicators and financial structure indicators of the observed companies.Originality/valueThis study is one of the first empirical investigations to assess the role of the employer brand as a human capital tool for enhancing the financial performance of companies in southern Europe. The study examines employer brand attributes from the perspective of current employees, who actively participate in shaping the employer brand and the company's image. In contrast to prior research, this study incorporates a more extensive set of financial indicators, categorized into four groups: profitability indicators, management effectiveness indicators, market indicators and financial structure indicators.

show abstract

Section: Introductionmentioning

confidence: 60%

Exploring the impact of employer brand attributes on financial performance: an intellectual capital perspective

Dženopoljac,

Ognjanović,

Dženopoljac

et al. 2023

JIC

View full text Add to dashboard Cite

show abstract

“…Nadeau and Olafsen, 2015 are among the few who show that destination image and country employer attractiveness indirectly affect migration decisions. Brusch et al (2018) conclude that companies in more rural regions should focus on social components and security of employment to ensure that potential employees are attracted to them. A preference for a certain location because of a certain image held by potential employees will influence the perception of EB cues and therefore also the strength of the relationship between EB and employer attractiveness.…”

Section: Direct and Indirect Effects Of Eb On Employer Attractivenessmentioning

confidence: 99%

Is your employer branding strategy effective? The role of employee predisposition in achieving employer attractiveness

Hein,

Elving,

Koster

et al. 2024

CCIJ

View full text Add to dashboard Cite

PurposeEmployer branding (EB) has become a powerful tool for organizations to attract employees. Recruitment communication ideally reveals the image that companies want to portray to potential employees to attract talents with the right skills and competences for the organization. This study explores the impact of EB on employer attractiveness by testing how pre-existing employee preferences interact with EB and how this interaction affects employer attractiveness.Design/methodology/approachA quasi-experiment among 289 final-year students was used to test the relationships between EB, perceived employer image, person-organization (P-O) fit and employer attractiveness, and the potential moderating variables of pre-existing preferences, in this case operationalized as locational preferences. Students are randomly assigned to four vacancies: one with and one without EB cues in two different locations: Groningen and Amsterdam. The authors used standard scales for attractiveness, perceptions of an employer and person-organization fit. The authors test the relationships using a regression analysis.FindingsResults suggest that if respondents have previous predispositions, then their preference can be enhanced using an EB-targeted strategy. Based on these results, the authors can conclude that EB and related practices can be successful avenues for organizations in the war for talent, particularly if they reaffirm previous preferences of potential employees.Originality/valueThe research is original in the way it provides empirical evidence on the relationship between EB and attractiveness, particularly when previous employee preferences exist. This is of value to employers using EB as a tool to influence employer attractiveness.

show abstract

“…Among the symbolic attributes, students report to prefer employers that describe themselves as reliable, professional and organized (Eger et al, 2018). Others are also interested to work for companies that pride themselves for valuing trust and progress and being environmentally and socially responsible (Brusch et al, 2018). Students also prioritize attributes related to learning and career development opportunities, such as company's assistance with career development, prospects for career advancement, job security and application of their learning and skills on the job; they seek employment in companies that care for employee psychological needs, including self-esteem, confidence and personal growth (Arachchige and Robertson, 2013;Petry et al, 2021;Sharma and Prasad, 2018;Sivertzen et al, 2013).…”

Section: Employer Attractiveness and Undergraduate Student Recruitmentmentioning

confidence: 99%

“…, 2018). Others are also interested to work for companies that pride themselves for valuing trust and progress and being environmentally and socially responsible (Brusch et al. , 2018).…”

Section: Employer Brandingmentioning

confidence: 99%

How attractive are internship advertisements to prospective applicants? A mixed-method examination through the lens of employer branding

Plakhotnik

Shmaytser²,

Feofilov³

2023

View full text Add to dashboard Cite

PurposeThe purpose of this study was to investigate attractiveness of internship advertisements to the prospective applicants through the lens of employer branding. By giving attention to internship attractiveness, universities and companies expand current collaborations around internship provision to enhance student internship experiences, satisfaction and employment prospects and to foster long-term sustainability of internship programs.Design/methodology/approachThe study used a mixed-methods design employing a concurrent triangulation strategy. The authors conducted a content analysis of 94 internship listings published in the largest Russian job portal, HeadHunter, and collected surveys from 274 prospective interns.FindingsThe study shows a mismatch between employer branding strategies and prospective interns' perceptions of employer attractiveness. Companies emphasize economic value and visual identity as well as functional attributes, while prospective interns prioritize development value and symbolic attributes. The findings suggest internship advertisements do not appeal to potential applicants.Research limitations/implicationsThe results are limited to business students from specific universities in Russia, so further research is needed to include students with different majors and from other countries. The study is also limited to advertisements available via a large online job portal. A comparative analysis of effectiveness of various communication channels for internship promotion could yield useful results.Practical implicationsCareer center advisors, academic program directors and internship coordinators should work with company leaders, human resources and marketing decision-makers, and recruitment specialists to better understand interns' drivers of attraction and audit the internship advertisements. Employers could use the study results to strengthen recruiting messages and, hence, attractiveness of the employer brand to potential interns.Originality/valueThe study contributes by applying the employer branding theory to an understudied population of interns, hence providing new insights into internships as collaboration between universities and companies. By focusing on internship positions, which differ from full-time permanent positions across many aspects, including the positions' duration, pay, supervision and purpose, the study assists in understanding the distinct drivers of attraction of interns, which are missing from published research on the topic.

show abstract

Factors influencing employer branding

Cited by 10 publications

References 25 publications

Exploring the impact of employer brand attributes on financial performance: an intellectual capital perspective

Exploring the impact of employer brand attributes on financial performance: an intellectual capital perspective

Is your employer branding strategy effective? The role of employee predisposition in achieving employer attractiveness

How attractive are internship advertisements to prospective applicants? A mixed-method examination through the lens of employer branding

Contact Info

Product

Resources

About