The strength of the employer brandValentina Franca
, Marko Pahor
, 2012, izvirni znanstveni članek
Opis: According to the predicted demographic trends of an increasingly ageing population, companies will face an increasing level of competition for a decreasing talent pool of skilled workers. This research focuses on the study of recruiting - how the image of an employer, communicated to the job market through the employer brand, influences the pool of candidates that a company gets. We first develop a measure of the strength of employer brand by adapting the concept of brand value pyramid which is composed of three levels 1) recognition 2) consideration and 3) employer of choice. We tested the model on answers for nearly 300 companies operating in Slovenia, collected using a large sample of more than 7000 respondents to a web-based questionnaire, who were solicited to participate through a banner on a job portal. We test how different factors - including the employer's properties, the exposure of the brand and the opinions of the employer - influence the strength of its employer brand. Two important lessons for the companies from this research are as follows. Firstly, employer brand is not a one-dimensional concept but rather that it has several dimensions and that each dimension is influenced by different factors. Secondly, even though the results presented are just averages, they clearly show that different companies can have problems in different dimensions. A fact that will give you advantage in one dimension may hurt another one.
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Povzetek najdenega: ...employer branding, recruiting, brand strength, employer of choice, ...
Ključne besede: employer branding, recruiting, brand strength, employer of choice
Objavljeno: 15.10.2013; Ogledov: 1587; Prenosov: 19
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