Employer branding and its influence on managers

Gary Davies

272 citations0/0 files storedEuropean Journal of Marketing

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Employer Branding and e-HRM Higher Education and Employability Corporate Identity and Reputation

Abstract

Purpose The paper seeks to explore the role of the employer brand in influencing employees' perceived differentiation, affinity, satisfaction and loyalty – four outcomes chosen as relevant to the employer brand. Design/methodology/approach A multidimensional measure of corporate brand personality is used to measure employer brand associations in a survey of 854 commercial managers working in 17 organisations. Structural equation modelling is used to identify which dimensions influence the four outcomes. Models are built and tested using a calibration sample and tested on two validation samples, one equivalent to the calibration sample and another drawn from a single company. Findings Satisfaction was predicted by agreeableness (supportive, trustworthy); affinity by a combination of agreeableness and (surprisingly) ruthlessness (aggressive, controlling); and perceived differentiation and loyalty by a combination of both enterprise (exciting, daring) and chic (stylish, prestigious). Competence (reliable, leading) was not retained in any model. Research limitations/implications Further work is required to identify how appropriate improvements in employee associations can be managed. Practical implications The findings emphasise the importance of an employer brand but the results also highlight the complexity in its management, as no one aspect has a dominant influence on outcomes relevant to the employer. At issue is which function within an organisation should be tasked with managing the employer brand. Originality/value Employer branding is relatively new as a topic but is attracting the attention of both marketing and HR academics and practitioners. Prior work is predominantly conceptual and this paper is novel in demonstrating empirically its role in promoting satisfaction, affinity, differentiation and loyalty.

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References

1992Alternative Ways of Assessing Model Fit 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1991A three-component conceptualization of organizational commitment 1995Testing Structural Equation Models.1994Organizational Images and Member Identification 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1993Testing Structural equation models 2001Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics

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2014Antecedents and Consequences of Employer Branding 2012Multiple stakeholders and multiple city brand meanings 2014Employer brand trust and affect: linking brand personality to employer brand attractiveness 2021The impact of employee engagement, organisational support and employer branding on internal communication satisfaction 2011Employer‐brand equity, organizational attractiveness and talent management in the Zhejiang private sector, China

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