Employer Branding Practices Amongst the Most Attractive Employers of IT and Engineering Sector

Employer Branding Practices Amongst the Most Attractive Employers of IT and Engineering Sector

Lea Gregorka (Institute Polytechnic of Porto, Porto, Portugal), Susana Silva (School of Hospitality and Tourism - Institute Polytechnic of Porto, Porto, Portugal) and Cândida Silva (School of Hospitality and Tourism - Institute Polytechnic of Porto, Porto, Portugal)
DOI: 10.4018/IJHCITP.2020010101

Abstract

Employer branding is a marketing strategy that helps employers stay competitive in their markets. Although it is a concept used for over 20 years, its process and consequences have not yet been fully scrutinized. This study characterizes the employer branding implementation and the employers' perspective on it. By conducting ten semi-structured, in-depth interviews, the authors examine not only how employer branding practices have been applied, but also the role of human resources management in the process and used employee attraction and retention practices. The results suggest that although the employer branding process is not clearly structured, some stages can be identified as common. For that reason, the authors outline a stage divided framework and analyse each one of the identified stages. Furthermore, practical insights are provided about the company's departments roles and link them to the current state of the art. Finally, the authors suggest future investigation in particular stages of employer branding.
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Literature Review

EB is a concept that was first introduced by Ambler and Barrow (1996) as a set of functional, economic or psychological benefits that an organization provides to their employees with the aim to develop a greater employee loyalty and output. EB emerged upon the attempt of applying traditional marketing techniques of branding to the field of human resources (Ambler & Barrow, 1996; Backhaus & Tikoo, 2004; Cable & Turban, 2003). What differentiates EB from classic branding is the target group: the employee’s vs the customer’s attention and loyalty towards a certain brand respectively (American Marketing Association, 2016).

Nowadays, EB is concisely described as a strategy for winning the “war for talent” (Amelia & Nasution, 2016) that strives to appeal for the ideal of current and future employees. Considering that EB serves as a communication tool through which an organization presents its attributes and offers (Love & Singh, 2011; Srivastava & Bhatnagar, 2010), it consequentially triggers desire on the target individuals to join it (Cooper, 2008).

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