The Role of Employer Branding in the Creation of Powerful Corporate Brands

Mishra, Harsh; Sharma, Aditi

doi:10.4324/9781003127826-3

Cited by 3 publications

(17 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…In return, the employer brand's brand building efforts reinforce and strengthen the brand identity that lies at the core of the brand through the many touchpoints that brand stakeholders have with the employer brand over time [6]. While the target market of the employer brand is prospective talented employees, the employer brand touches an entire ecosystem of brand stakeholders [19,20].…”

Section: Employer Brand and Living The Brandmentioning

confidence: 99%

“…Employer brand building should target those potential talented employees that would add optimal value to the organization and its brand purpose in terms of their purpose-fit with the brand and their skill set [17,20]. As such, the creation of employer brands should be a collaborative effort between human resources or talent management, brand or marketing management, leadership and line management [3,6].…”

Section: Employer Brand and Living The Brandmentioning

confidence: 99%

“…In Figure 1, the internal and employer brand exist in context of the brand identity system, as it provides the purpose and values that drives all internal brand building behaviors, whilst the internal brand also reinforces and strengthens the brand identity by guiding and supporting current employees in embodiment of the brand purpose in their engagements and collaborations with brand stakeholders [20].…”

Section: Internal Brand and Living The Brandmentioning

confidence: 99%

“…The employer brand hands over to the internal brand once a potential employee has been recruited and employed, after which the internal brand is expected to deliver on promises made by the employer brand in the employment experience [7]. The internal brand also influences the employer brand as current employees' testimony and experience have an impact on the way in which the brand purposefully positions itself to prospective employees [20].…”

Section: Internal Brand and Living The Brandmentioning

confidence: 99%

“…This talent forum is tasked with ensuring that potential talented employees are measured against clearly articulated requirements in terms of their personal and professional alignment to the brand purpose, values, and the way in which the brand should be brought to life in all stakeholder engagements. Potential applicants are screened against these requirements and assessed to gain insight into their personality, values and likely behavior at work [6,20]. Respected brand behaviors are formalized in the employment contract, performance goals or key performance indicators and performance measurement and management [9].…”

Section: Living the Brand Principle And Related Practice 2: Attract A...mentioning

confidence: 99%

See 4 more Smart Citations

Perspective Chapter: Living the Brand

Wolfswinkel¹,

Enslin²

2022

Brand Management

View full text Add to dashboard Cite

The way employees embody brand purpose and values build or erode the brand’s equity. It is people who bring the brand to life as they interact with brand stakeholders across brand contact points over time. Traditionally, brand management is concerned with the corporate and customer-facing brands. Inside organizations, the functional ownership of the employer and internal brand often resides with human resources management, with brand management having varying levels of involvement. Yet it is the employer and internal brand that defines the brand’s culture organization wide, straddling the theoretical domains of business, brand, marketing, corporate communication, human resources, talent management and more. In this chapter, we’ll explore the nature and purpose of the employer and internal brand, discuss approaches to the alignment thereof, and propose ways in which a strategically aligned leadership team can ensure brand alignment, co-creation, loyalty and advocacy through people living the brand.

show abstract

Section: Employer Brand and Living The Brandmentioning

confidence: 99%

Section: Employer Brand and Living The Brandmentioning

confidence: 99%

Section: Internal Brand and Living The Brandmentioning

confidence: 99%

Section: Internal Brand and Living The Brandmentioning

confidence: 99%

Section: Living the Brand Principle And Related Practice 2: Attract A...mentioning

confidence: 99%

See 3 more Smart Citations

Perspective Chapter: Living the Brand

Wolfswinkel¹,

Enslin²

2022

Brand Management

View full text Add to dashboard Cite

show abstract

The Essence and Significance of the Branding Concept in the System of Innovative Marketing

Alimkhodjaeva

2022

ECED

View full text Add to dashboard Cite

ТГЭУ кандидат экономических наук, доцент кафедры МаркетингАннотация. В данной статье с использованием инновационных маркетинговых стратегий в условиях цифровой экономики была изучена концепция брендинга, которая рассматривается как важнейший фактор цифрового маркетинга, проанализированы методы и способы ее реализации на практике, продукция фирм и предприятий, работающих в сферах современного производства и обслуживания, конкурентоспособна в условиях современной экономики.

show abstract

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

Wolfswinkel,

Enslin,

Terblanche-Smit

2023

Human Resource Management - An Update

View full text Add to dashboard Cite

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.

show abstract

The Role of Employer Branding in the Creation of Powerful Corporate Brands

Cited by 3 publications

References 0 publications

Perspective Chapter: Living the Brand

Perspective Chapter: Living the Brand

The Essence and Significance of the Branding Concept in the System of Innovative Marketing

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

Contact Info

Product

Resources

About