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Title: | Employer Branding : a look into the strategic approach of attracting talent : an employer's perspective |
Authors: | Baldacchino, Kirsten Fae |
Keywords: | Branding (Marketing) Employees -- Recruiting Personnel management Corporate image |
Issue Date: | 2019 |
Citation: | Baldacchino, K. F. (2019). Employer Branding : a look into the strategic approach of attracting talent : an employer's perspective (Bachelor’s dissertation). |
Abstract: | The aim of this qualitative study is to understand the application of employer branding in attracting the right talent during the recruitment process. Does employer branding contribute to recruitment efforts, or is it a ‘gimmick?’ Furthermore, the study seeks to understand factors making up an attractive employer brand and the HR professionals’ perspective of employer branding efforts on recruitment processes. To reach the objective of this study, eight semi-structured interviews were held with local HR professionals who have sound knowledge of employer branding development based on their experience within HR. The data collection was analysed using Braun & Clarke’s (2006) Thematic Analysis approach. The participants indicated similar views on employer branding strategies and how they are applied to their recruitment processes. Also, different elements were highlighted by each participant, related to what contributes to an attractive employer brand. The study shows that employer branding efforts are an amalgamation of functional and symbolic benefits, ascertaining the employee value proposition within internal branding efforts. Moreover, participants illustrated how symbolic benefits define their employer brand and set them apart from their competition, when functional benefits have less impact on the employer brand. In addition, the participants identified attractive employer branding efforts’ impact on recruitment processes. By establishing an organisation’s employer brand internally, it not only positively influences existing employees, but resonates externally, adding to recruitment efforts. Furthermore, recruitment challenges were discussed, with attention focused on skill shortages. Research indicated the importance of internal aspects of branding, for instance, the creation of brand ambassadors. This proved the effectiveness of employer branding strategies within recruitment processes, and reinforcement of an attractive employer brand. With thoughtful employer brand development, follow-through and providing the right information to potential employees, employer branding can be seen as a strategic tool in recruitment when attracting candidates to the organisation. |
Description: | B.WORK&H.R.(HONS) |
URI: | https://www.um.edu.mt/library/oar/handle/123456789/51242 |
Appears in Collections: | Dissertations - CenLS - 2019 |
Files in This Item:
File | Description | Size | Format | |
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19BWHR004.pdf Restricted Access | 1.78 MB | Adobe PDF | View/Open Request a copy |
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