As mentioned, it will be interesting to experience how the crisis influence will impact on this matter. The brand image can therefore either be an asset or a liability to an organisation as it is the image of the organisation that determines the level of attraction with potential employees.
Psychological contract When looking into the relationship between any employer and employee, one notion that is of important relevance is the issue of the psychological contract. Backhaus and Tikoo present two different definitions: Brand awareness for instance may suffice as it results in applications Keller, Since individuals interact with different social groups they will have created opinions and values prior to employment which will influence their attraction to the Employer branding social media thesis.
An increase that has continued throughout the current economic crises. In both external and internal communication the organisation should consider the proper channels of communication.
If this is the case they will bring commitment and loyalty to the organisation leaving the process just explained able to start over. Examples of artefacts could be uniforms or offices.
As previously established it is important that there is consistency between all branding activities. If managed effectively, the relationship will foster mutual trust between the parties, matching the objectives and commitments of the organisation to those of their employees, resulting in a positive impact on business performance Millmore et al.
With the brand image and the value proposition in place the branding strategy is ready for implementation and execution. However, this is a discussion to which we will return. Loyalty and commitment is more difficult to measure, especially quantitatively. The EVP should include the most important aspects of the employer brand identity and the elements of differentiation.
Functional benefits describe the objective terms of employment such as salary and benefits whereas symbolic benefits relate to alternative benefits perceived by employees as interesting and attractive such as innovativeness or a pleasant social environment.
Employer branding framework As previously indicated, employer branding has two main foci; an external marketing part with the primary goal of attracting future employees and an internal marketing part with the goal of retaining current employees.
The prior relates to the strength of a brand from which brand recognition and brand recall stem, whereas, the latter relates to consumer perceptions of a brand Keller, Organisational culture can be defined as: The rationale of this element is that people might identify with the personality of the brand and therefore be attracted to it.
An organisation is a social setting that shapes the values and opinions of the members. These are through organisational structure, for example the level of hierarchy, the leading style of the manager, as well as the preferred way of controlling and evaluating.
The elements of the employer brand identity are those which an organisation is to consider in order to determine who they are as an employer and what they stand for which preferably, should result in an idea of how the organisation should differentiate itself as an employer. Brand image can be strengthened through brand associations.
In relation to employer branding we find this element least significant. This should result in attraction of the right people.
Result of interaction between external and internal branding As in the framework of Backhaus and Tikoo, two assets are generated from the employer brand. If the organisation has a well-known logo, it will be evident in this benefit.
The espoused values are typically communicated through formal documents and are visible in the artefacts Millmore et al. Therefore it is important for organisations to consider. Further interests Continuing the discussion on tendencies in society it is interesting to reflect on the thoughts of Maslow.
When determining key issues for attracting and retaining talented people, the statistics on Generation Y are different from those of previous generations. From this figure we can view a decreasing rate of unemployment and an increasing rate of employment. Moreover, Jones and George suggest three practical ways managers can influence organisational culture.
In practice, the employer brand can be seen as an attempt by the employer to define the psychological contract with employees so as to help recruiting and retaining talent Millmore et al. At this point, in order to keep our explanation of our framework as simple as possible, we assume that all factors are fulfilled in order to reach an employer value proposition acting as the foundation of the following implementation of the strategy.
In this element the organisation should consider which personality traits it would possess if the organisation was to be described as a person. Again, we do not believe these are the benefits from which the organisation should try to differentiate itself, unless of course it does offer functional benefits very different from its competitors.
We acknowledge the difficulties in shaping and especially, changing an organisational culture, though we believe it possible and necessary for a successful employer branding strategy. Furthermore, the generations born prior to the so-called Generation Y are noticeably smaller than that of Post War meaning that the war for talents has increased.The paradigmatic standpoint of the thesis is a combination of social constructivism as an position and employee profile, and choosing the media to announce the vacancy (Larsen, Employer Branding: Guidelines, Worktools and Best Practices ().
An employer branding strategy takes its point-of-departure in the employer branding value proposition (EVP) which is the basis for both external and internal marketing efforts.
However, we argue that an organisation is to begin with. makes Social Media an obvious and essential tool for Employer Branding.
In order to support the theoretical findings, the second part of this thesis will consist of a qualitative research study conducted with experts from Human Resource.
Master thesis Employer branding as competitive advantage Important employer branding elements from the perspective of young professionals Student: Maria Uebbing s [email protected] Faculty of Behavioural, Management and Social Science University of Twente, Enschede Examination committee: Dr.
M. van Vuuren S. Lahti University of Applied Sciences Degree Programme in International Business PHAM, THINH Social Media in Employer Brand Communication Focus on SMEs in Finland. engaged in some form of employer branding activity. Inan employer brand survey conducted by the Economist among a global panel of readers revealed a 61% level of awareness of the term "employer brand" among HR professionals and 41% among non-HR professionals.
Employer branding helps companies attract and retain high .Download