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Employer Branding: An Employer View of Value Propositions

Dabirian, Amir (författare)
KTH,Industriell Marknadsföring och Entreprenörskap
 (creator_code:org_t)
Emerald Group Publishing Limited, 2021
2021
Engelska.
Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421.
  • Tidskriftsartikel (refereegranskat)
Abstract Ämnesord
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  • Purpose Employer branding is a complex and multifaceted process. It is critical to understand what employer brand value propositions are offered and maintained by the employer during employee tenure. The purpose of this research was to study employer brand value propositions from employers and contrast them with the perceptions of current and former employees. Design/Methodology/Approach The study uses semistructured interviews with managers from a highly ranked IT company in Silicon Valley to understand how employers view employer brand value propositions. In addition, reviews from the same firm were downloaded from the social media site Glassdoor.com to compare employer perspectives to the perspectives of current and former employees. Findings This research discovered different views of employer brand value propositions between the employer versus current and former employees. These differences violate the psychological contract between employee and employer and could yield lower employer retention. Originality/Value This research focused on comparing employer versus employee perspectives of employer brand value propositions for a highly ranked IT firm. It explored implications for employer branding, particularly the psychological contract, as a core contract in the employer branding literature.

Nyckelord

Human resource management
retention
employer branding
information technology
psychological contract
electronic word of mouth
employer brand value propositions

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