employer branding

Topics: Corporate social responsibility, Social network service, Organizational studies Pages: 40 (17148 words) Published: April 20, 2014
Employer Branding and its Effect on Organizational Attractiveness via the World Wide Web:
Results of quantitative and qualitative studies combined
Paper presented at the 4th International e-HRM Conference “Innovation, Creativity and e-HRM” 28-29 March 2012, Nottingham Trent University, UK

Tanya Bondarouk1
University of Twente
School of Management and Governance
Department of Operations, Organization and Human Resources
7500 AE Enschede, The Netherlands
Email: t.bondarouk@utwente.nl
Huub Ruël
University of Twente
School of Management and Governance
NIKOS
7500 AE Enschede, The Netherlands
Email: h.j.m.ruel@utwente.nl
Wendy Weekhout
University of Twente
School of Management and Governance
Department of Operations, Organization and Human Resources
7500 AE Enschede, The Netherlands

Number of words excl. references, tables, and appendices = 6.245 words

Keywords: employer branding, organizational attractiveness, experiment, Social Networking Sites, corporate web-site

1

Contact author

Employer Branding and its Effect on Organizational Attractiveness via the World Wide Web:
Results of quantitative and qualitative studies combined

Abstract

This study tests the relationships between employer branding and organizational attractiveness. Employer branding is viewed as an approach for providing organizational members and organizational outsiders with specific (employment) information to increase their experience with an organization. Promoting an organizations employment brand often occurs via different media sources, of which corporate web-sites and Social Networking Sites recently gained in popularity. Therefore, additionally, the study assessed the moderating role of the web-sites on the relationships between employer branding and organizational attractiveness. A mixed-method study served to meet the goals. Eight High Tech organizations participated in this study: interviews and document analysis functioned to assess employer branding. Lab experiment aided in testing hypotheses. Results showed that there was a direct relationship between employer branding and organizational attractiveness. The moderating effect of the World Wide Web remains unclear. The outcomes between the control group (with no interference of corporate websites or social networking sites) and the experimental group (with interference of corporate websites or social networking sites) did not differ significant, although the difference between the corporate websites and LinkedIn was significant, indicating that respondents feel more attraction to an organization when reviewing the corporate website than reviewing their LinkedIn profile.

Number of words excl. references, tables, and appendices: 6.245 words

Keywords: employer branding, organizational attractiveness, experiment, Social Networking Sites, corporate web-site

Introduction and research objectives
Branding in the field of Human Resource Management (HRM) has recently received a lot of attention and is generally explained as improving the image of an employer (Backhaus & Tikoo, 2004). This concept has been called ‗Employer Branding‘ and was first coined by Ambler and Barrow (1996), who described it as the ―package of functional, economic, and psychological benefits provided by employment, and identified with the employing company‖ (p. 187). One of the first studies into employer branding was derived from marketing and discussed by Ambler and Barrow (1996). The authors described an integrated brand management, when the corporate brand provides a customer value proposition. This meant that the identity and image of an organization should be aligned with marketing (customer experience) and human resource (employee experience) practices.

Backhaus and Tikoo (2004) are often viewed to be the first authors who acknowledge a change in branding in relation to HRM and state that employer branding is based on the assumption that human capital brings value to the...


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