The influence of employer branding and employees’ personal branding on corporate branding and corporate reputation

Potgieter, Adéle; Doubell, Marianne

doi:10.31920/1750-4562/2020/v15n2a6

Cited by 18 publications

(11 citation statements)

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“…Corporate reputation has been associated with employer branding and employer attractiveness. Organisations with positive corporate reputations tend to be more attractive to candidates and can affect a candidate's decision to apply for a job offer due to the image they have of the organisation (Potgieter and Doubell, 2020). Fombrun and Shanley (1990) were the pioneers of research on corporate reputation.…”

Section: The Mediating Role Of Corporate Reputationmentioning

confidence: 99%

The relationship between employer branding, corporate reputation and intention to apply to a job offer

Silva

Dias²

2022

IJOA

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Purpose Employer branding is a topic that has gained relevance in the organisational world. Currently, organisations need to differentiate themselves, and one of their biggest challenges is the search and retention of talent. One of the factors that have been associated with attracting talent is employer branding. However, studies that explore the relationship between this, corporate reputation and the intention to apply for a job are scarce. As such, this study aims to analyse the mediating role of corporate reputation in the relationship between employer branding and the intention to apply for a job offer. Design/methodology/approach To achieve the goals, data were collected from 225 Portuguese adults. The response rate was 75%. Based on a survey, respondents reported their perceptions of employer branding of a specific organisation, and they rated the organisation’s reputation and their intention to apply to that organisation. Findings The results showed that employer branding (interest value; social value; economic value; development value; application value) positively influenced an organisation’s corporate reputation, which, in turn, increased an individual’s intention to apply for an employment offer in that organisation. Originality/value The present study is a contribution to the literature on employer branding, as it reinforced the importance that employer branding and corporate reputation play in the intention of applying for a job offer.

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Section: The Mediating Role Of Corporate Reputationmentioning

confidence: 99%

The relationship between employer branding, corporate reputation and intention to apply to a job offer

Silva

Dias²

2022

IJOA

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“… Method/Design References No. Of articles in this systematic review % Qualitative [ 9 , 51 , 55 , 68 , 71 , 74 , 75 , 80 , 98 , 102 , 105 , 113 , 116 , 129 ] 14 15.4 Quantitative [ [13] , [14] , [15] , 22 , 49 , [52] , [53] , [54] , [56] , [57] , [58] , [59] , [60] , [61] , [62] , [63] , [64] , [65] , [66] , [67] , 73 , 76 , 78 , [81] , [82] , [83] , 85 , 87 , 88 , [90] , [91] , [92] , [94] , [95] , [96] , [97] , 99 , …”

Section: Resultsmentioning

confidence: 99%

What is known about personal reputation? A systematic literature review

Durán

Cabrera-Gala

Sánchez-Baltasar

2023

Heliyon

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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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The influence of employer branding and employees’ personal branding on corporate branding and corporate reputation

Cited by 18 publications

References 0 publications

The relationship between employer branding, corporate reputation and intention to apply to a job offer

The relationship between employer branding, corporate reputation and intention to apply to a job offer

What is known about personal reputation? A systematic literature review

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

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