Employer branding strategies: A gateway into reaching untapped potential

• Main Authors: Hao, Kervin C., Javier, Juan Daniel G., Juanitas, Janine Angelique O.
• Format: text
• Language: English
• Published: Animo Repository 2018
• Subjects: Personnel management; Employees > Recruiting; Branding (Marketing)
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/9567
• Institution: De La Salle University

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.