Academic journal article Journal of Positive Management

Employer Branding as an Effective Tool in Acquiring Talents

Academic journal article Journal of Positive Management

Employer Branding as an Effective Tool in Acquiring Talents

Article excerpt

1. Introduction

Employer's brand has not been given too much attention in Poland yet, and the most probable reason for this is the lack of translation of corporate image into financial results. Although 17% of Polish people have a degree in higher education, enterprises experience problems in finding suitable employees (GUS, 2012). The problem is getting worse especially that the days of mass personalization are setting in. It is manifested in both, consumers' requirements towards products and services customized to their individual preferences and lifestyle needs, and talented candidates who are not satisfied with their post, which is far from individually custom-made. Currently, the candidates seek employment with the employer's brand that fits their individual needs.

The purpose of the following study is to demonstrate that employer branding is an effective tool in acquiring talents. The starting point to considerations is the analysis of terminology used in literature. Next, the strategy of employer branding is shown as the component of two complementary and long-term action plans. The first one is concerned with the improvement of talented workers' management system, and the latter deals with popularization of the execution of organization's best practices. What is emphasized in this study, is the importance of these two actions' consistency, which conditions acquiring talents as a long- term perspective.

2. What is employer branding?

The beginning of the discussion of employer branding is worth mentioning one of the first definitions by Ambler and Barrow, who claims that employer brand is 'the set of functional, economical and psychological benefits, resulting from employment and being identified with the employing company' (Ambler and Barrow, 1996). A definition presented in such a way contains a lot of aspects, out of which all should express what the organization, as an employer, presents. These aspects cause a unit to aim at achieving the status of an employer by choice.

Having looked through literature, it can be noticed that a lot of definitions concerning the topic of employer brand need to be explained. According to the opinion and interpretation of Knox and Freeman, employment brand and employer brand are terms, which can be used interchangeably (Knox and Freeman, 2006) and relate to the same thing. Another terms used are employment branding and employer branding. When we analyze the way employment branding is perceived by Sullivan and Leigh, one can conclude that employment branding is equivalent in meaning to employer branding. Employment branding can be described as 'the process of introducing corporate image' or the picture of 'an ideal work place' in the minds of the target pool of candidates. It is a concept adopted from the business perspective of the company. On the other hand, product branding is based on developing a permanent picture in the minds of consumers, so that they can automatically make associations with the quality of each product or service provided by the brand owner. Employment branding consists in the same thing, namely creating an image, which makes people want to work in a well-managed organization, one which enables them to learn and self-develop (Sullivan, 2000). Sullivan bases his definition strictly on creating the image. Similarly as Sullivan, Martin stresses attracting talented employees to an organization with its corporate image; however, with a clear emphasis on identifying talents with a corporation, its brand and mission, and on delivering desirable effects (Martin, 2008).

It is worth underlining here, that creating employer's image, also named as building employer's brand, is inextricably connected with communication. It is particularly stressed by Jenner and Taylor, who define employer branding by indicating that a corporation makes an effort in order to communicate to the outside and inside public what makes this corporation a desirable and distinguished employer (Jenner and Taylor, 2008). …

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