Growing the Talent Pool: How Sponsorship of Professional Sales Programs Enhances Employer Branding

2021 ◽  
pp. 027347532110286
Author(s):  
Mark D. Groza ◽  
Louis J. Zmich ◽  
Mya P. Groza
Keyword(s):  
Student Perceptions ◽  
Brand Equity ◽  
Field Experiments ◽  
Corporate Sponsorship ◽  
Classroom Engagement ◽  
Employer Branding ◽  
Positive Effects ◽  
Talent Pool ◽  
Talent Acquisition ◽  
Professional Sales

Increasingly, professional sales programs receive financial support from company sponsors in exchange for varying types of branding and recruiting opportunities. This study builds on the literature regarding employer branding and talent acquisition by examining the effect sales program sponsorship has on students. Grounded in organizational reputation theories, brand equity, and the literature on corporate sponsorship, it is proposed that sponsoring a sales program leads to positive student–firm related perceptions. Additionally, it is predicted that classroom engagement in the form of coteaching enhances these positive effects. Two natural field experiments, one involving two semesters of professional sales students ( n = 90), the other involving four semesters of professional sales students ( n = 174), are conducted to test the conceptual model. Results confirm the study’s predictions that sponsoring firms are perceived more favorably by students, and classroom engagement enhances these positive perceptions. Finally, results suggest that firms with lower initial familiarity among students have the most to gain in terms of enhancing student perceptions through coteaching.

scholarly journals A framework for evaluating the effectiveness of technology enabled collaborative learning

2019 ◽  
Author(s):  
Cathal Doyle ◽  
Tadhg Nagle
Keyword(s):  
Collaborative Learning ◽  
Student Perceptions ◽  
Learning Environments ◽  
Skill Acquisition ◽  
Field Experiments ◽  
Knowledge Gain ◽  
Collaborative Technology ◽  
Positive Effects ◽  
Collaborative Technologies ◽  
Learning Evaluation

It has been demonstrated that technology enabled collaborative learning leads to positive effects on knowledge gain, skill acquisition, and student perceptions. Thus, it’s unsurprising that instructors are adopting these collaborative technologies into their learning environments. However, the collaborative learning field lacks a framework to unite the domain’s diverse tools and theories to support better design and implementation of such environments. This study builds the Technology Enable Collaborative Learning Evaluation (TECLE) framework, which offers instructors a tool to make informed decisions on whether or not the adoption of a collaborative technology will be (or has been) beneficial to their learners. Using a DSR methodology the framework was built over 9 iterations, incorporating a literature review as well as 6 field experiments in which 6 separate technology supported learning environments were developed. The results are a novel framework, as well as insights into technology supported learning environments and the DSR methodology.

Growth responses of Leymus chinensis (Trin.) Tzvelev to sheep saliva after defoliation

2010 ◽  
Vol 32 (4) ◽  
pp. 419 ◽  
Author(s):  
Xing Teng ◽  
Lei Ba ◽  
Deli Wang ◽  
Ling Wang ◽  
Jushan Liu
Keyword(s):  
Plant Growth ◽  
Aboveground Biomass ◽  
Field Experiments ◽  
Perennial Grass ◽  
Leaf Length ◽  
Leymus Chinensis ◽  
Growth Responses ◽  
Time Duration ◽  
Positive Effects ◽  
Leaf Weight

Many studies indicated that saliva from herbivores might be involved in plant growth responses when plants have been grazed. However, there is currently no general agreement on whether saliva can affect plant growth. Our aims were to determine the growth response of plants to sheep saliva after defoliation under diverse environmental conditions (different sward structures), and whether the effect of saliva is influenced by time (duration) after its application. We conducted field experiments with clipping treatments and the application of sheep saliva to the damaged parts of tillers to simulate sheep grazing on the perennial grass Leymus chinensis (Trin.) Tzvelev during the early growing seasons. Results demonstrated that clipping with saliva application significantly increased tiller numbers 8 weeks after treatments in comparison with clipping alone. A key finding is that the effect of sheep saliva on plant growth was short-lived. Clipping with saliva application increased leaf weight in the second week, while clipping alone had no effect. Moreover, clipping with saliva application promoted the elongation of new leaves (not the old ones) in the first week whereas clipping alone was ineffective. Results also showed that there were no differences between clipping with saliva application and clipping alone for relative height growth rate and aboveground biomass. Therefore, we concluded that saliva application to clipping treatment would produce an additional effect compared to clipping alone for the plant and the positive effects are time dependent. The additional effects primarily embodied in the individual level of plant, such as the changes of leaf weight and leaf length. Beyond the level, the effects of saliva only produced many more tiller numbers rather than the accumulation of aboveground biomass.

An Overview of Employer Branding With Special Reference to Indian Organizations

2018 ◽  
pp. 116-131
Author(s):  
Shikha Rana ◽  
Ravindra Sharma
Keyword(s):  
Special Reference ◽  
Employee Performance ◽  
Job Engagement ◽  
Employer Branding ◽  
Organizational Fit ◽  
Contemporary Research ◽  
Effective Manner ◽  
The Right ◽  
Talent Acquisition ◽  
The Cost

Talent acquisition is the most crucial activity an organization goes through. The reasons for its criticality are not just confined to the cost and time involved in recruiting talent but also matching the right incumbents at the right place and at the right time along with the organizational fit are the most essential factors to deal with. Nowadays, organizations are working in VUCA (volatile, uncertainty, complexity, and ambiguity) environment that seeks a lot in terms of employee performance. Employer branding was initiated by Ambler and Barrow (1990) with an aim to attract and retain the best talent through various activities, and the contemporary research has proven that if branding of the organization is done in an effective manner then it retains the best talent; further, it enhances job engagement and motivation. The present chapter elaborates the concept of employer branding, benefits, and importance of employer branding. Recent surveys and trends of employer branding in Indian organizations have also been discussed.

An Overview of Employer Branding With Special Reference to Indian Organizations

2019 ◽  
pp. 1-13
Author(s):  
Shikha Rana ◽  
Ravindra Sharma
Keyword(s):  
Special Reference ◽  
Employee Performance ◽  
Job Engagement ◽  
Employer Branding ◽  
Organizational Fit ◽  
Contemporary Research ◽  
Effective Manner ◽  
The Right ◽  
Talent Acquisition ◽  
The Cost

Talent acquisition is the most crucial activity an organization goes through. The reasons for its criticality are not just confined to the cost and time involved in recruiting talent but also matching the right incumbents at the right place and at the right time along with the organizational fit are the most essential factors to deal with. Nowadays, organizations are working in VUCA (volatile, uncertainty, complexity, and ambiguity) environment that seeks a lot in terms of employee performance. Employer branding was initiated by Ambler and Barrow (1990) with an aim to attract and retain the best talent through various activities, and the contemporary research has proven that if branding of the organization is done in an effective manner then it retains the best talent; further, it enhances job engagement and motivation. The present chapter elaborates the concept of employer branding, benefits, and importance of employer branding. Recent surveys and trends of employer branding in Indian organizations have also been discussed.

scholarly journals Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand Equity

2019 ◽  
Vol 56 (5) ◽  
pp. 862-878 ◽  
Author(s):  
Jonathan Luffarelli ◽  
Mudra Mukesh ◽  
Ammara Mahmood
Keyword(s):  
Brand Equity ◽  
Research Approach ◽  
Brand Performance ◽  
Design Elements ◽  
Multimethod Research ◽  
Brand Evaluations ◽  
Positive Effects ◽  
Product Service ◽  
Managerial Implications ◽  
Potential Benefits

Logos frequently include textual and/or visual design elements that are descriptive of the type of product/service that brands market. However, knowledge about how and when logo descriptiveness can influence brand equity is limited. Using a multimethod research approach across six studies, the authors demonstrate that more (vs. less) descriptive logos can positively influence brand evaluations, purchase intentions, and brand performance. They also demonstrate that these effects occur because more (vs. less) descriptive logos are easier to process and thus elicit stronger impressions of authenticity, which consumers value. Furthermore, two important moderators are identified: the positive effects of logo descriptiveness are considerably attenuated for brands that are familiar (vs. unfamiliar) to consumers and reversed (i.e., negative) for brands that market a type of product/service linked with negatively (vs. positively) valenced associations in consumers’ minds. Finally, an analysis of 597 brand logos suggests that marketing practitioners might not fully take advantage of the potential benefits of logo descriptiveness. The theoretical contributions and managerial implications of these findings are discussed.

scholarly journals Design and Evaluation of Uniform LED Illumination Based on Double Linear Fresnel Lenses

2020 ◽  
Vol 10 (9) ◽  
pp. 3257
Author(s):  
Hoang Vu ◽  
Ngoc Minh Kieu ◽  
Do Thi Gam ◽  
Seoyong Shin ◽  
Tran Quoc Tien ◽  
...  
Keyword(s):  
High Speed ◽  
Field Experiments ◽  
Numerical Control ◽  
Free Form ◽  
Light Sources ◽  
Cnc Machine ◽  
Led Lighting ◽  
Positive Effects ◽  
Fresnel Lenses ◽  
Linear Fresnel Lenses

Redistribution of LED radiation in lighting is necessary in many applications. In this article, we propose a new optical component design for LED lighting to achieve a higher performance. The design consists of a commercial collimator and two linear Fresnel lenses. The LED radiation is collimated by a collimator and redistributed by double linear Fresnel lenses to create a square-shaped, uniform distribution. The linear Fresnel lenses design is based on Snell’s law and the “edge-ray principle”. The optical devices are made from poly methyl methacrylate (PMMA) using a high-speed computer numerical control (CNC) machine. The LED prototypes with complementary optics were measured, and the optical intensity distribution was evaluated. The numerical results showed we obtained a free-form lens that produced an illumination uniformity of 78% with an efficiency of 77%. We used the developed LED light sources for field experiments in agricultural lighting. The figures of these tests showed positive effects with control flowering criteria and advantages of harvested products in comparison with the conventional LED sources. This allows our approach in this paper to be considered as an alternative candidate for highly efficient and energy-saving LED lighting applications.

The role of employer brand equity in employee attraction and retention: a unified framework

2017 ◽  
Vol 25 (3) ◽  
pp. 413-431 ◽  
Author(s):  
Sultan Alshathry ◽  
Marilyn Clarke ◽  
Steve Goodman
Keyword(s):  
Brand Equity ◽  
Future Research ◽  
Unified Framework ◽  
Employer Branding ◽  
Content Type ◽  
Interactive Nature ◽  
Employee Attraction ◽  
Employer Brand ◽  
Attraction And Retention

Purpose The purpose of this paper is to present a conceptual framework for employer brand equity (EBE) that combines both perspectives of employer brand customers into a unified framework for employee attraction and retention. Design/methodology/approach This paper extends previous conceptual work on EBE by identifying the role of EBE antecedents in internal and external employer branding. In addition, it recognizes the interactive nature of employer-employee relationship. Findings The framework incorporates employee experience with the employer, which relates to the interaction between employee and employer and recognizes the internal and external perspectives simultaneously. Further, the unified framework helps to develop a four-cell typology for the strategic management of an employer brand. Originality/value Existing research has failed to integrate the two perspectives of employment customers in a clear model and, thus, offered limited applicability to an employment setting. The EBE framework goes beyond existing models by providing a conceptualization that aims to reflect the employer-brand relationship from the perspective of existing and potential employees. Further, it provides theoretical and empirical rationale for a set of propositions that can empirically be examined in future research.

scholarly journals Using Goals to Motivate College Students: Theory and Evidence From Field Experiments

2020 ◽  
Vol 102 (4) ◽  
pp. 648-663 ◽  
Author(s):  
Damon Clark ◽  
David Gill ◽  
Victoria Prowse ◽  
Mark Rush
Keyword(s):  
College Students ◽  
Loss Aversion ◽  
Field Experiments ◽  
Theoretical Framework ◽  
The Other ◽  
Task Completion ◽  
Course Performance ◽  
Positive Effects ◽  
Present Bias

Will college students who set goals work harder and perform better? We report two field experiments that involved four thousand college students. One experiment asked treated students to set goals for performance in the course; the other asked treated students to set goals for a particular task (completing online practice exams). Task-based goals had robust positive effects on the level of task completion and marginally significant positive effects on course performance. Performance-based goals had positive but small and statistically insignificant effects on course performance. A theoretical framework that builds on present bias and loss aversion helps to interpret our results.

Thinking Strategically about Marketing: A Conceptual Framework for Understanding Brand Equity in Recreation and Intramural Sports

2003 ◽  
Vol 27 (2) ◽  
pp. 7-19 ◽  
Author(s):  
Matthew J. Robinson ◽  
James M. Gladden
Keyword(s):  
Conceptual Framework ◽  
Brand Equity ◽  
Brand Management ◽  
Corporate Sponsorship ◽  
Intramural Sports ◽  
Perception Of Quality ◽  
Institutional Funding ◽  
The Creation ◽  
The University ◽  
Competitive Forces

The purpose of this article is to develop a conceptual framework for understanding the formation of brand equity for college recreation and intramural departments by using prior research on brand management from both the marketing and sport literatures (e.g. Aaker, 1991; Gladden, Milne & Sutton 1998). This framework posits the formation of brand equity is an on-going process that is fueled by antecedents that are either department related, university related or market related. The department-related antecedents include the recreation leader, staff, and current existing programs and program promotion. The university-related antecedents include the reputation of the institution, facilities, and location of the facilities. The market-related antecedents include internal and external competitive forces. These antecedents lead to the creation of brand equity as composed of awareness, a perception of quality, associations with the brand and ultimately loyalty to the brand (Aaker, 1991). The level of brand equity will determine the consequences: campus visibility, amount of patronage, institutional funding, facility improvements, level of wellness on campus, and corporate sponsorship.

Employer branding

2016 ◽  
Vol 24 (3) ◽  
pp. 29-31 ◽  
Author(s):  
Pauline Drury
Keyword(s):  
Work Experience ◽  
Employer Branding ◽  
Content Type ◽  
American University ◽  
Baby Boomer Generation ◽  
Younger Workers ◽  
Talent Pool ◽  
Functional Attributes ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this paper is to examine the effects of employer branding on company attractiveness to younger workers. Design/methodology/approach The paper analyzes the relative importance attached to symbolic and functional company attributes using a survey conducted at a large North American university. It considers the impact of differing levels of work experience on responses to employer branding. Findings The best employers get nearly twice as many job applications compared with other organizations. So when they are recruiting, they can pick and choose from a bigger talent pool and select the very best applicants. The “baby boomer” generation is retiring from the workforce, and later generations are smaller in size. The result of these demographic factors has been to increase fears of labor shortages. Competition for a shrinking talent pool of younger workers means that employers need to focus on the things that make their company attractive to potential applicants. Practical implications The study suggests ways in which human resources professionals can maximize the effectiveness of employer branding as a means of attracting job applications from young workers. Social implications It notes that symbolic attributes are more strongly predictive of company attractiveness than functional attributes and that this effect becomes more marked with work experience. Originality/value This paper aims to show how marketing concepts can be applied in a human resource context.

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