Employer branding strategies: A gateway into reaching untapped potential
Employer branding is the reputation of an employer. It is the application of marketing principles to HR practices to build employer brand. Because the labor market has evolved into being more competitive, companies should be aggressive in differentiating itself from other competitors and appear to p...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | text |
| Language: | English |
| Published: |
Animo Repository
2018
|
| Subjects: | |
| Online Access: | https://animorepository.dlsu.edu.ph/etd_bachelors/9567 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | De La Salle University |
| Language: | English |
| Summary: | Employer branding is the reputation of an employer. It is the application of marketing principles to HR practices to build employer brand. Because the labor market has evolved into being more competitive, companies should be aggressive in differentiating itself from other competitors and appear to potential talents as the employer of choice. Strong employer brand would yield deeper employer brand associations which would improve general perception on the employer image. With millennials being the dominant generation in the workforce, HR practitioners need to reevaluate employer branding strategies. This study adopts the framework developed by Backhaus and Tikoo (2004) and identifies the symbolic factors that improve employer attractiveness. Afterwards, ordered logistic regression is used to generate statistical results on the correlation of variables. Conclusions and recommendations for companies will be given based on the results derived from the survey and the interview. |
|---|