Internal Employer Branding in Global Organisations: An Identity Perspective

Sinclair, Katie; Martin, Graeme; Bushfield, Stacey

doi:10.5465/ambpp.2021.16430abstract

Cited by 2 publications

(2 citation statements)

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“…33]. As such, our knowledge of how organizations approach their internal employer branding among current employees is limited [34]. Therefore, we specifically explore internal employer branding during unstable times to further extend empirical knowledge.…”

Section: Employer Brandingmentioning

confidence: 99%

Living the employer brand during a crisis? A qualitative study on internal employer branding in times of the COVID-19 pandemic

Rys,

Schollaert,

Van Hoye

2024

PLoS ONE

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Employer branding has emerged as a strategic imperative in the quest for talent. However, existing research has predominantly explored stable periods, overlooking the possible transformative impact of crises and the crucial role that HR managers play in crafting internal employer branding strategies. As such, this research addresses this by scrutinizing internal employer branding during the COVID-19 pandemic. Conducting in-depth interviews with 37 Belgian HR managers, we delve into the perceived challenges and opportunities that the COVID-19 crisis presented with respect to internal employer branding and its touchpoints—internal communication and leadership. A subsequent member and employee check with six HR managers and six employees validated our findings. The results unveiled organizations’ heightened concern for employer branding during crises, emphasizing the strategic reflection invested. Remarkably, despite facing organizational/operational constraints/risks imposed by the crisis, the attention and efforts remain steadfastly centered on the experienced internal employer brand in crisis situations. Additionally, a contextual analysis suggests that various employer brand types face similar challenges in crises, however, the employer brand serves as a defining factor that shapes how an organization responds to both external uncertainties and internal dynamics brought about by the crisis. This study contributes to a nuanced understanding of internal employer branding dynamics during crises, shedding light on the strategic considerations of HR managers.

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Section: Employer Brandingmentioning

confidence: 99%

Living the employer brand during a crisis? A qualitative study on internal employer branding in times of the COVID-19 pandemic

Rys,

Schollaert,

Van Hoye

2024

PLoS ONE

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“…Whilst several recent studies have aimed to integrate employer brand literature and present a unified understanding of key constructs and applications thereof, these studies mainly examine the employer brand from a human resources and talent management perspective [8,9]. Scholars suggest that limited research has been conducted on the integration between human resources or talent management and brand management in employer branding [5,10], and that employer brand positioning, the alignment to the overall brand and the role thereof in building overall brand strength are still largely underexplored areas [9]. Theurer, Tumasjan, Welpe and Lievens ( [11], p. 166) indicate that under-researched areas of the employer brand include the employee value proposition (EVP) creation, target market segmentation, and the reputational effects of the employer brand on the larger, overall company brand and its performance.…”

Section: Introductionmentioning

confidence: 99%

The Employer Brand through a Brand Lens: A Critical Review of Literature

Wolfswinkel,

Enslin,

Terblanche-Smit

2023

Human Resource Management - An Update

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The employer brand is vital to human resources management in attracting and retaining talent. Whilst the employer brand straddles the functional domains of human resources and brand management, it’s nature and function as a brand construct within strategic brand management is under-researched and fragmented in literature. In practice, ineffective application of brand building theory and practice to the employer brand impedes talent attraction and retention and detracts from the overall brand’s coherence and strength. The study set out to explore the employer brand’s purpose, nature and function as a brand construct in context of strategic brand building and organisational leadership thereof. The integrative or critical literature review methodology includes 118 literature sources and unfolds over four documented phases of research. Thematic content analysis yields four themes, shedding light on the employer brand as an extension of the corporate brand, the role of strategically aligned leadership in creation and management thereof, the importance of employer brand positioning and congruent branding to all brand stakeholders. Findings are drawn together in a proposed employer brand perspective framework, enriched with practices to guide human resources management and cross-functional leadership in creating and managing effective, aligned employer brands.

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Internal Employer Branding in Global Organisations: An Identity Perspective

Cited by 2 publications

References 0 publications

Living the employer brand during a crisis? A qualitative study on internal employer branding in times of the COVID-19 pandemic

Living the employer brand during a crisis? A qualitative study on internal employer branding in times of the COVID-19 pandemic

The Employer Brand through a Brand Lens: A Critical Review of Literature

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