Employer Branding Research Papers 2012

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The employer branding concept is associated with corporate reputation (Ruiz, García, & Revilla, 2016) with some authors identifying it as the protector of corporate reputation (Burke & Martin, 2011).

Literature in fields concerned with described concepts of reputation, corporate social responsibility and employer branding shows a certain overlap on the conceptual, methodological and empirical level (Hendriks, 2016).

Each of the students rated two (out of twenty) companies on their corporate social responsibility, employer brands and reputation.

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We followed up with a series of in-depth interviews with corporate communications directors of the companies in being appraised.All of the scales were drawn and adapted from existing literature as mentioned previously.All of the items were measured by seven-point Likert scales.show a positive relationship between perceived CSR and reputation (β = .224; p = .000) and a positive relationship between employer brand perception and reputation (β = .264; p = .000).Table 1: Multiple regression analysis results Multiple regression analysis shows that both perceived CSR and perceived employer brands are good predictors of perceived reputation, which sheds some light towards their underlying relationship.The potential relationship between reputation and CSR is well documented in literature and the two concepts are mostly considered close but still different (Hilldenbrand and Money, 2007).Developing CSR projects helps an organization build a better reputation among internal and external stakeholders and through attracting talent, motivating employees, recruiting employees and retaining employees CSR can help build employer brands (Suliman & Al-Khatib, 2014).The theoretical perspective of this study is based on literature review, which provides a better understanding of employer branding.The empirical part is a qualitative case study of two large, international companies in the field of power industry. The main motives for employer branding are better employer image, more efficient recruitment and improved job satisfaction.Employer branding efforts are focused according to target group.Recruitment and educational co‐operation are the main objects of employer branding towards potential employees, whereas training and development are an essential part of employer branding towards current employees.


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