AGILE APPROACH IN EMPLOYER BRAND BUILDING

Purpose The concept of employer branding has drawn the attention of both academicians and practitioners over a decade. However, inaction, the objective of the employer brand managers were hardly tapped. Therefore, this paper aims to explore the views of HR manager on employer branding activities and its implementation. Design/methodology/approach This study is a case research of three multinational companies in India. A semi-structured interview method has been adopted to collect the data and a content analysis technique was used for analyzing the data into identified themes. Findings The HR managers of the studied company were discussed with multiple activities related to employer branding practice and implementation in their workplace. The key observations and discussions from the interviews were themed after the analysis as meaningfulness and visibility, employer brand awareness and differentiator and human resource development (HRD) parameters. Research limitations/implications The combined effect of branding theories and HRD practices will establish the most attractive and successful employer brand building process in place. Involving the potential and existing employees in the psychological contract formation; consistency among the internal and external communication systems; and top management approach with the brand highlighted the need for research and theory development in employment branding. Practical implications Communication breakdown, strategic mismatch, long-term disconnects and sustained success are the strategic concerns that every company who believe in the idea of employer branding may face and need to well-handled. Originality/value The study concluded with the belief of the human resources managers from all the three organizations as stated – adopting a community based strategic approach to the organization’s brand and clear about what the employer brand stand across the employment lifecycle drives businesses into success.

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Is content king? Job seekers’ engagement with social media employer branding content.

Proceedings of the 1st International Conference on Advanced Research Methods and Analytics ◽

10.4995/carma2016.2016.3103 ◽

2016 ◽

Author(s):

Kilian J. Moser ◽

Andranik Tumasjan ◽

Isabell M. Welpe

Keyword(s):

Social Media ◽

Supervised Machine Learning ◽

Job Seekers ◽

Employer Branding ◽

Media Communication ◽

Digital Platforms ◽

Brand Building ◽

Fortune 500 Companies ◽

Employer Brand ◽

Social Media Communication

Abstract Increasing digitization and the emergence of social media have radically changed the recruitment landscape adding interactive digital platforms to traditional means of employer communication. Removing barriers of distance and timing, social media enable firms to continue their efforts of promoting their employment brand online. However, social media employer communication and employer brand building remains woefully understudied. Our study addresses this gap by investigating how firms use social media to promote their employer brand. We analyze employer branding communication in a sample of N = 216,828 human resources (HR) related Tweets from N = 166 Fortune 500 companies. Using supervised machine learning we classify the Tweet content according to its informational and inspirational nature, identifying five categories of employer branding social media communication on Twitter.

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The Role of Social Media in Special Types of Brand Building

Building Brand Identity in the Age of Social Media - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-5225-5143-0.ch006 ◽

2017 ◽

pp. 132-154

Keyword(s):

Social Media ◽

Human Resource Management ◽

Human Resource ◽

Destination Marketing ◽

Employer Branding ◽

Destination Branding ◽

Brand Building ◽

Employer Brand ◽

Crucial Part

In previous chapters, the importance of social media in branding activities was explored. The question that remains is the role that social media play in various forms of branding. First, the concept of destination branding, and the way destination marketing organizations can utilize social media in branding activities are explored. Then, personal branding and its importance, along with the role of social media in achieving it, are explored. Finally, in the last section of this chapter, a relatively new concept is described. Employer branding is the implementation of branding activities in human resource management. It is regarded as a crucial part of every successful brand in today's world. Social media can help companies improve their employer brand, a role that is explained further in this chapter.

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Expectations Towards Candidates and the Job Duties in Employer Branding Specialist Position

Kwartalnik Ekonomistów i Menedżerów ◽

10.5604/01.3001.0013.2373 ◽

2019 ◽

Vol 51 (1) ◽

pp. 221-231

Author(s):

Anna Krasnova

Keyword(s):

Content Analysis ◽

Employer Branding ◽

Brand Building ◽

Employer Brand ◽

Job Duties

Employer branding is becoming one of the priorities of modern organizations. Not only is the interest in the methods, techniques and tools of employer branding growing, but also employment in positions responsible for employer brand building. The aim of the article is to present the job duties carried out as an EB specialist and the competencies necessary to perform them. The article presents the results of a study conducted using the content analysis of documentation.

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Employer brand building for start-ups: which job attributes do employees value most?

Journal of Business Economics ◽

10.1007/s11573-011-0507-2 ◽

2011 ◽

Vol 81 (S6) ◽

pp. 111-136 ◽

Cited By ~ 24

Author(s):

Andranik Tumasjan ◽

Maria Strobel ◽

Isabell M. Welpe

Keyword(s):

Job Attributes ◽

Brand Building ◽

Employer Brand ◽

Start Ups

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Does Brand Awareness Impact Purchase Decision: A Case of Organic Grocery

International Journal of Emerging Research in Management and Technology ◽

10.23956/ijermt.v6i7.182 ◽

2018 ◽

Vol 6 (7) ◽

pp. 45

Author(s):

Gunjan Gumber ◽

Jyoti Rana

Keyword(s):

Organic Food ◽

Brand Awareness ◽

National Capital Region ◽

Promising Alternative ◽

Brand Recall ◽

Brand Building ◽

Brand Recognition ◽

National Capital ◽

High Level ◽

Structured Questionnaire

In India, the concept of organic food is gaining widespread acceptability. Consumers are becoming more conscious about their health and are looking for food that serves as a promising alternative. Corporates, NGOs, Spiritual leaders and Government are also promoting this food, as it is free from irradiation, chemicals and artificial additives. A number of organic food brands are available in the market. The main objective of this study is to find out the level of brand awareness and its influence on purchase of organic grocery. The data was collected from 150 organic consumers in National Capital Region (Delhi, Gurgaon, Faridabad and Noida) through a structured questionnaire. Questions related to brand recall, brand recognition and purchase of organic grocery were asked. It was found that in general, there is a low level of brand awareness among consumers, and those who have high level of awareness; they consume organic grocery more often. The study will help corporates to make effective communication and brand-building strategies.

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