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Employer Brand Image Review and Future Strategies
Abstract
Researchers and human resource professionals alike are turning to the marketing literature to understand how to effectively “brand” organizations in an attempt to win the talent war. This chapter will review the history of employer brand image, present strategies for branding employers, and discuss future directions in employer branding research and practice. While there are many human resource practices that can influence the quality of human capital, one of the most important is recruitment (Barber, 1998; Terpstra & Rozell, 1993). With dramatic technological advancements over recent decades, however, the manner with which organizations approach recruitment has changed. E-recruitment has become an increasingly popular method to attract a larger pool of applicants. This is evidenced in the rise of online career search engines such as Monster.com or Careerbuilder.com, both widely used vehicles for advertising job openings and relaying pertinent information to job candidates. Technological advances and the rise in e-recruitment activities have also affected the ease with which applicants can acquire information about an organization. Access to organizational Web sites, Web logs, and other news media enable applicants to make judgments about an organization before ever having direct contact with an organizational representative.
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