Employer Branding for Competitive Advantage

Models and Implementation Strategies

Geeta Rana, Shivani Agarwal, Ravindra Sharma, Geeta Rana, Shivani Agarwal, Ravindra Sharma

• Publisher: CRC Press
• Year: 2021
• Print ISBN: 9780367650964
• eBook ISBN: 9781000362268
• Edition: 1
• Topic: Technology & Engineering
• Subtopic: Human Resource Management
• Index: Technology & Engineering

This book shows how to build and maintain a distinctive and credible employer brand and develop a set of relevant success metrics to help measure return on investment (ROI). Starting with the current interest in employer branding, this book looks at the historical roots of brand management and the practical steps to achieve employer brand management success.

The book will review the pressures that have generated current interest in employer branding. It goes on to look at the historical roots of brand management and the practical steps necessary to achieve employer brand management success. The book includes the business case, research, positioning, implementation, management and measurement, and case studies of big-named employer brand stories.

This book will provide new insights into the field of employer branding and provide directions and tools for organizational brand building. It will be beneficial for research scholars, engineers, practitioners, and management students.

1

Modeling Drivers of Employer Branding

Agile Role of HR

Zeba Naz and Farah Zahidi

Introduction

Meaning and Definition

Literature Review

Research Methodology

Discussion

Conclusion

References

INTRODUCTION

Even though the concept of branding in human resource management (HRM) is relatively new, the last decade has seen tremendous increase in the importance and application of the same by organizations. The volatile nature of the business environment makes it necessary for the organizations to make efforts toward attracting talented new recruits as well as keeping their employees engaged and internalizing the organization’s values. Employer branding has established itself as one of the most important factors of competitive advantage (Conference Board, 2001). Employer branding helps in the integration of the various related yet different constructs with managerial as well as scholarly importance under one umbrella. The contribution of such an umbrella concept toward the quest for the search of establishing a framework for strategic human resource management can be unparalleled (Backhaus and Tikoo, 2004). Organizations build their employer branding quite systematically, which results in financial benefits, an increase in attractiveness to prospective employees, and the creation of a suitable and effective organizational culture (Figurska and Matuska, 2013).

The intense competition in the employment market toward securing as well as retaining a talented work pool has established employer branding as one of the strategically imperative functions (Branham, 2001). Employer branding is basically the association of positive perceptions with any organization by its prospective employees as well as its existing talents. It enhances the organization’s strength by creating a value proposition. It helps in aligning different psychological, financial, and functional benefits and positioning the organization as the “employer of choice.” However, such associations and perceptions must be clear, consistent, and credible (Wilden, Guderganand Lings, 2010). Employer brand is an asset to the organization which needs to be attended and cultivated regularly (Sharma, Singh and Rana,2019).

MEANING AND DEFINITION

In the...

Table of contents

• Cover
• Half Title
• Series Page
• Title Page
• Copyright Page
• Table of Contents
• Preface
• Acknowledgments
• List of Editors
• List of Contributors
• Chapter 1 Modeling Drivers of Employer Branding: Agile Role of HR
• Chapter 2 Assessing the Validity of Employer Branding and Predicting Its Talent-Oriented Outcomes: An Employee’s Perspective
• Chapter 3 The Role of Employer Branding in the Creation of Powerful Corporate Brands
• Chapter 4 Toward an Integration of the Collaborator’s Experience in the Digital Management of the Employer Brand
• Chapter 5 Employer Branding and Social Media: The Case of World’s Best Employers
• Chapter 6 Corporate Social Responsibility to Corporate Environment Ready: A Paradigm Shift to Organizational Branding
• Chapter 7 Branding through Workforce
• Chapter 8 Impact of Knowledge Management on Employee Satisfaction in Nepalese Banking Sector
• Chapter 9 Strengthening Employer Branding with Corporate Social Responsibility
• Chapter 10 Enhancing Employee Happiness: Branding as an Employer of Choice
• Chapter 11 Techno Innovative Tools for Employer Branding in Industry 4.0
• Chapter 12 Impact of Employer Branding on Customer Acquisitions and Retentions: A Case Study of Microsign Products
• Index