A proposal for Sustainable Employer Brand: From market and product theory to sustainable development theories

Lundkvist, Hans,1956-Luleå tekniska universitet,Arbetsvetenskap,StegVis AB (författare)

A proposal for Sustainable Employer Brand : From market and product theory to sustainable development theories

The concept of employer brand involves a multidisciplinary field synthesizing theory from a range of academic disciplines often based on research on large organizations embracing the issues of recruitment and retention. The purpose of this article is to analyze whether theories of sustainable development programs can provide an additional basis for the predominant brand and market literature in order to understand how investments in financial and human resources can become more socially sustainable. The results of a literature review highlight certain similarities indicating that theories from sustainable development programs can support the understanding and practice of employer branding. This will hopefully inspire more deductive and empirical research on how to improve the sustainability of an employer brand. The practical implication is a de-mystification of the concept of employer brand in the eyes of practitioners by suggesting strategies and division of responsibilities when an organization decides to take the first steps to mobilize in "the war for talent."

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