Employer Branding as a Strategic Corporate Reputation Management Tool

Potgieter, Adéle; Doubell, Marianne

doi:10.31920/1750-4562/2018/v13n1a5

Cited by 6 publications

(2 citation statements)

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“…In addition, personal branding can certainly play an important role in strengthening the branding of organizational employers and corporations (Potgieter & Doubell, 2018, 2020). Many companies invest in developing employer branding: the company's image as an employer toward potential and existing talent (Bareket-Bojmel & Shuv-Ami, 2019).…”

Section: Discussionmentioning

confidence: 99%

An integrative career self-management framework: The personal-brand ownership model.

Te'eni-Harari¹,

Bareket‐Bojmel²

2021

Consulting Psychology Journal: Practice and Research

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This article proposes a career self-management framework for building and strengthening a personal brand as part of a broad career-development perspective. The aim is to provide a better understanding of the individual's changing role in creating and maintaining a personal brand within the changing world of work. Suggested is a three-stage integrative model of personal-brand ownership. Stage 1 is perceptual, acquiring an "ownership" perception of the individual regarding their own career development. Stage 2 comprises the actual self-branding activities. Stage 3 involves measuring and evaluating the self-built personal brand. Ownership is a key concept in the suggested model. The process involves acquiring beliefs and attitudes according to which an individual takes ownership of their career and directs it based on personal desires, values, and subjective definition of what success is. It continues with actively shaping a personal brand, one that is based on personal values and attached to one's personal goals. The process ends with continuous measurement of the personal-brand equity. In view of the frequent changes in the global employment market, this article contributes to the field in making the linkage between contemporary views on career management and branding theory to allow a better conceptualization of the individual's active role in career development, as well as in providing a valid tool for use by consulting psychologists during the career-development process. What's It Mean? Implications for Consulting PsychologyThis article proposes a framework for the process required to build and strengthen a personal brand as an integral part of career development. The three-stage framework can assist consulting psychologists and career practitioners by providing guidance for the development of personal brand for their clients. Stage 1 is focused on adopting a self-management "ownership" perception. Stage 2 comprises the actual personalbranding activities. Stage 3 involves measuring the personal brand

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Section: Discussionmentioning

confidence: 99%

An integrative career self-management framework: The personal-brand ownership model.

Te'eni-Harari¹,

Bareket‐Bojmel²

2021

Consulting Psychology Journal: Practice and Research

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show abstract

“…Results of Ambler's and Simon's work found their development in other academic researches. Most often the employer brand is being studied as a tool for talents' attraction and retention (Wilden et al 2010, Gilani and Cunningham 2017, Botha et al 2011, Potgieter and Doubell 2018, Collins and Stevens 2002. While other researches are dedicated to study attributes (Lievens and Highhouse 2003, Maxwell and Knox 2009, Sutherland et al 2002 or characteristics (Moroko and Uncles 2008) that contribute to the development of employer's attractiveness.…”

Section: Literature Overviewmentioning

confidence: 99%

Defining personnel marketing strategies

Gladka¹,

Fedorova

2019

BTP

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The purpose of the study is to develop methodological basis as to the justification and selection of personnel marketing strategy based on logical analysis and systematic approach. The strategy is suggested to be developed taking into consideration external personnel marketing strategy and internal one. The former is based on the capacity of an employer to meet expectations of potential personnel and is aimed at forming enterprise’s external attractiveness as an employer. The latter is based on the capacity of an employer to satisfy expectations of existing personnel and is aimed at forming enterprise’s internal attractiveness as an employer. The choice of strategy is based on the Matrix determining the generalized level of enterprise’s attractiveness as an employer. This Matrix allows identifying nine types of personnel marketing strategies. The content of each type of personnel marketing strategy was substantiated. The main actions contributing to the improvement of level of enterprise’s attractiveness as an employer internally and externally were developed based on the 7Ps personnel marketing mix. Results of this study have theoretical and practical significance. They can be used as basis for further studies, while developed recommendations can be used by a management team for implementation within an enterprise that seeks to develop its employer attractiveness.

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The future of PR is ‘fantastic’, ‘friendly’ and ‘funny’: Occupational stereotypes and symbolic capital in entry-level job advertisements

Bhargava

Theunissen

2019

Public Relations Review

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Employer Branding as a Strategic Corporate Reputation Management Tool

Cited by 6 publications

References 0 publications

An integrative career self-management framework: The personal-brand ownership model.

An integrative career self-management framework: The personal-brand ownership model.

Defining personnel marketing strategies

The future of PR is ‘fantastic’, ‘friendly’ and ‘funny’: Occupational stereotypes and symbolic capital in entry-level job advertisements

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