Enunciating the skills development challenge facing South Africa

Tshilongamulenzhe, Maelekanyo Christopher

doi:10.1037/e605322012-008

Cited by 1 publication

(2 citation statements)

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“…Not only do talent aspire to work for top brands, but also top brands only select the best of the best. Whilst this theme echoed the global literature in so far as talent identification is concerned (Bali & Dixit, 2016;Keller & Meaney, 2017), there was no evidence of an anticipated lowering of talent requirements in context of the acute shortage of local skilled talent (Subban, 2016;Tshilongamulenzhe, 2017). A participating brand manager said: 'we want the best and we don't settle for anything less than the best'.…”

Section: Discussion Of Themes Theme 1: the Value Of The Corporate Bra...mentioning

confidence: 99%

“…Whilst global leading practices provide South African companies and their leaders with rich insights, South African literature outlines several unique socio-economic factors that are likely to impact talent attraction and retention through brand building locally. A talent paradox sees critical skills shortages in South Africa (Deloitte, 2019;Tshilongamulenzhe, 2017) amidst high levels of unemployment (Stats SA, 2019;Subban, 2016). South Africa's volatile economic climate has led to a lack of job security and financial stability, fuelling emigration of educated South Africans abroad in the so-called brain drain (Mlambo & Adetiba, 2019;Subban, 2016).…”

Section: South African Contextmentioning

confidence: 99%

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Talent attraction and retention through brand building: An exploration of practices in companies that are top South African brands

Wolfswinkel

Enslin²

2020

SA j. hum. resour. manag.

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Orientation: Companies leverage employer, internal and corporate brand building practices as they compete to attract and retain the rare talent required for organisational success.Research purpose: To explore, in the context of global leading practice, the talent attraction and retention practices pertaining to employer, internal and corporate brand building in companies that are top South African brands.Motivation for the study: There is a shortage of South African studies providing relevant current insights into talent attraction and retention through brand building within the local context.Research approach/design and method: Semi-structured interviews were conducted with strategic-level leaders in human resources and brand and line management across five companies that are top South African brands. Thematic content analysis yielded six themes that provided insight into local leading practices in talent attraction and retention through brand building.Main findings: Corporate brand building dominated talent attraction and retention, with talent lured by the commercial success of the brand and drawn to purpose-driven brands. Rigorous assessments confirmed whether talent met clearly articulated requirements and offered optimal brand fit. The employer and internal brands were currently under development, with learning and development as a central theme to both.Practical/managerial implications: This research provided insights from strategic-level leaders across human resources and brand and line management, providing current and practically applicable insights for all cross-functional leaders involved in talent attraction and retention.Contribution/value-add: South African companies and their leaders gained insight into leading practices in talent attraction and retention from an unprecedented sample of companies that are top South African brands.

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Section: Discussion Of Themes Theme 1: the Value Of The Corporate Bra...mentioning

confidence: 99%

Section: South African Contextmentioning

confidence: 99%