BRANDING : 6 DATA BACKED HISTORIC RESEARCH ABOUT IT
In a research pursued by Branham (2001), the author highlights the concept of the employer branding, adapted from marketing theory, which has increasingly become the focus of organizations towards developing their image as an employer of choice.
It thereby effects human resource management by enabling the recruitment and retention of the best possible workforce.
Acquiring, keeping and engaging these value-adding employees has seen many firms working harder at promoting themselves as desirable employers to potential and current employees.
Employer branding programs include regular job training, training in customer service or customer interaction.
It also covers corporate orientation, and education in the corporate brand.
Well developed employer branding programs also include ongoing training, performance evaluation and rewards systems.
It that support the employees’ display of brand behaviors.
The paper presents conceptual framework of employer branding with employer branding as an archetype to attract talented employees. It further focused on employing strategies to attract endowed employees.
Research study 1-
“Both sides now”: aligning external and internal branding for a socially responsible era John Aydon Simmons –
In this article the author talks about aligning the internal and external branding through marketing strategy.
He demonstrates the benefits of viewing both synergistically in relation to value propositions offered to stakeholder groups.
The work also highlights the beneficial outcomes that can result from it.
The facts found include The significance and application potential of a conceptual framework.
This framework analyses relationship between the brand benefits and values that an organization espouses;
The conclusions of the paper shows particular significance for service brands.
This is where successful customer organization relations are dependent on staff commitment.
This is itself predicated on organization concern for employee well being.
The paper presents a business based rationale for the marketing function to recognize greater stakeholder concern.
It is presented especially that of customers and employees for ethical marketing and sustainability.
Further factors like the financial, social and ethical capital benefits that can accrue from responding to this.
Research study 2-
In The study of Cable and Turban’s (2001) ,the author explains an employer knowledge framework .
It applies marketing concepts to recruitment research literature in order to develop the concept of employer knowledge ,or the beliefs that a job seeker holds to a potential employer.
Job seekers employer knowledge creates value of an organization because it determines how they pursue and process information about the organization whether they accept jobs, what they expect and whether they purchase products and services of the organization .
The model illustrates implications for recruitment, research and managers.
It suggests new perspectives and research directions that emerge from marketing and recruiting literatures.
Research study 3-
The study of Backhaus and Tikoo (2004), are often viewed to be the first authors to acknowledge a change in branding in relation to HRM.They state that employer branding is based on the assumption that human capital brings value to the organization.
The employer branding is seen as a three leg process in which-
- The value proposition of an employer brand is developed,
- The employer brand is marketed external, and
- The employer brand is marketed internal and becomes a part of the organizational culture.
Employer branding in this study is defined as the process of developing and communicating organizational information
This is specific and enduring for a firm as an employer and differentiates it from its competitors
(Backhaus & Tikoo, 2004).
Research study 4-
The prime purpose of the study of Davies 2008 was to investigate whether employers use branding in their organizations, and how employer branding influence the attraction and retention of employees in the banking sector in Ghana.
The results of the study suggest that organizations use employer branding processes in their business to attract employees and customers.
The study also highlighted that brand names of organizations may significantly influence the decision of employees to join and stay in the organization.
It was therefore suggested that employers need to create conducive work environment.
This needs to be done with conditions to enable employees feel comfortable and remain in the organization.
Research study 5-
Michaels et al & Ewing et. al. 2002 propose the explicit development and communication of employee value proposition (EVP) to attract and retain talented employee. Recruiting right type of talent becomes critical, as does the employer brand image in the recruitment market.
Research study 6-
The paper of Knox & Freeman states that in competitive labour markets, the challenge for service-based organizations is differentiation.It is done to attract and retain talented staff.
The notion of Branding the firm to potential and existing employees has been evoked in the marketing literature .
The paper measures through empirical study the aspects of this ‘employer brand’ image.
It does so amongst potential recruits and recruiters during the recruitment process.
The managerial implications of developing a more consistent employer brand image in the recruitment market are discussed.
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