Employer Brand Building for Start-Ups: Which Job Attributes Do Employees Value Most?

2011 ◽  
Author(s):  
Andranik Tumasjan ◽  
Maria Strobel ◽  
Isabell M. Welpe
Keyword(s):  
Job Attributes ◽  
Brand Building ◽  
Employer Brand ◽  
Start Ups

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

2011 ◽  
Vol 81 (S6) ◽  
pp. 111-136 ◽  
Author(s):  
Andranik Tumasjan ◽  
Maria Strobel ◽  
Isabell M. Welpe
Keyword(s):  
Job Attributes ◽  
Brand Building ◽  
Employer Brand ◽  
Start Ups

Branding Impetus for Start-Ups

2018 ◽  
pp. 54-74 ◽  
Author(s):  
Umashankar Venkatesh
Keyword(s):  
Resource Constraints ◽  
Scaling Up ◽  
Main Thrust ◽  
Brand Building ◽  
Innovative Idea ◽  
Multiple Challenges ◽  
Start Ups

Startups face multiple challenges in the initial stages of their existence, characterized by resource constraints, they encounter – financial, legal and reputational risks. Gaining traction in the market, and scaling-up is the main thrust of any such business. Most start-ups come into existence on the basis of an innovative idea for a service or product, presented in the form of a business proposition. The consequence of this is - how do they establish this ‘new' idea/concept or product in the chosen market. A bigger question to answer is also the reputational non-existence of the start-ups when they are relatively unknown to most stakeholders and publics - relevant for growth and success. This chapter explores the relevance and importance of branding for startups based on literature and industry cases. The chapter concludes with outlining directions for brand building in the context of both B2C and B2B startups.

HRD indicators and branding practices: a viewpoint on the employer brand building process

2020 ◽  
Vol 44 (6/7) ◽  
pp. 675-694
Author(s):  
Urmila Itam ◽  
Siddharth Misra ◽  
Heena Anjum
Keyword(s):  
Human Resource Development ◽  
Psychological Contract ◽  
Communication Systems ◽  
Structured Interview ◽  
Management Approach ◽  
Employer Branding ◽  
Content Type ◽  
Brand Building ◽  
Building Process ◽  
Employer Brand

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.

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

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.

The Role of Social Media in Special Types of Brand Building

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.

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

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.

Branding Impetus for Start-Ups

2017 ◽  
pp. 138-156
Author(s):  
Umashankar Venkatesh
Keyword(s):  
Resource Constraints ◽  
Scaling Up ◽  
Main Thrust ◽  
Brand Building ◽  
Innovative Idea ◽  
Multiple Challenges ◽  
Start Ups

Startups face multiple challenges in the initial stages of their existence, characterized by resource constraints, they encounter – financial, legal and reputational risks. Gaining traction in the market, and scaling-up is the main thrust of any such business. Most start-ups come into existence on the basis of an innovative idea for a service or product, presented in the form of a business proposition. The consequence of this is - how do they establish this ‘new' idea/concept or product in the chosen market. A bigger question to answer is also the reputational non-existence of the start-ups when they are relatively unknown to most stakeholders and publics - relevant for growth and success. This chapter explores the relevance and importance of branding for startups based on literature and industry cases. The chapter concludes with outlining directions for brand building in the context of both B2C and B2B startups.

scholarly journals AGILE APPROACH IN EMPLOYER BRAND BUILDING

2018 ◽  
pp. 84-92
Author(s):  
Wojciech Idzikowski ◽  
Wojciech Cieśliński ◽  
Piotr Głowicki
Keyword(s):  
Brand Building ◽  
Agile Approach ◽  
Employer Brand

CORPORATE BRAND BUILDING IN START-UPS

2005 ◽  
Vol 13 (03) ◽  
pp. 273-294 ◽  
Author(s):  
PETER WITT ◽  
VERENA RODE
Keyword(s):  
Structural Model ◽  
Causal Relation ◽  
New Ventures ◽  
Measurement Model ◽  
Corporate Identity ◽  
Corporate Image ◽  
Corporate Brand ◽  
Formative Measurement ◽  
Brand Building ◽  
Start Ups

In this paper, we develop a multi-stage formative measurement model to investigate which factors constitute the corporate brand of a start-up as seen from within the firm (corporate identity) and as perceived from outside (corporate image). Furthermore, we propose a structural model for brand building in start-ups, i.e. the causal relation between corporate identity and corporate image. We test this model empirically for a sample of 311 German start-ups. The study proves the importance of well-balanced and timely corporate branding activities in new ventures. It shows that internal branding activities are at least as important as those communication measures that are directly targeted at external audiences like customers and investors.

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