Which Employees' Values Matter Most in the Creation of Employer Branding?

Mukesh K. Biswas · Damodar Suar

37 citations0/0 files storedJournal of Marketing Development and Competitiveness

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Employer Branding and e-HRM Higher Education and Employability Human Resource and Talent Management

Abstract

The study explores if there are any statistically significant employees’ values that affects the employer branding, and if any, which affects the most. Based on the grounded theory, this study critically assesses multiple cases of employees’ values of branding process in a manufacturing company. The five aspects of personal values of employees were surveyed on a sample of 413 employees, of which 244 were current employees of the surveyed company and 169 were potential employees that applied to the company. Results revealed that employees’ social, interest, developmental and economic values, in order of priority, are affecting the employer brand.

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References

1968The Discovery of Grounded Theory: Strategies for Qualitative Research.1973The nature of human values 1987THE PEOPLE MAKE THE PLACE 1996Person–Organization Fit, Job Choice Decisions, and Organizational Entry 2004Conceptualizing and researching employer branding 1996The employer brand 2005Captivating company: dimensions of attractiveness in employer branding 2003THE RELATION OF INSTRUMENTAL and SYMBOLIC ATTRIBUTES TO A COMPANY'S ATTRACTIVENESS AS AN EMPLOYER

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