Academic journal article Journal of Contemporary Management Research

Measurement Model of Employer Brand Personality a Scale Construction

Academic journal article Journal of Contemporary Management Research

Measurement Model of Employer Brand Personality a Scale Construction

Article excerpt

1. INTRODUCTION

One or the other form of branding has been used at least since classical Greek times to differentiate products/employers of the same kind. In the world of consumer branding, advertising and marketing professionals have learnt how to differentiate their products from their competitors and generate brand equity. Everyone in the professions knows that consumers will pay a premium price for a product that is strongly affiliated to an image or emotion instead of the mundane generic product that doesn't have one.

Yet in the employer branding world, it seems like there is much to learn, as all employers say the same things, especially those in the same industry. It's like everyone is speaking at the same time and giving you the same selling points - because of this, you don't know who to listen to! As the war for talent becomes more intense, employers will need to be better at differentiating themselves. To understand what it means, why it's important and to get an understanding of how it can be done, the following research study is carried out among the potential employees of some proud employers in various sectors.

Product branding helps the companies to develop a lasting image in the minds of the consumer, so that customers start to automatically associate a required image or quality with any product or service. Companies do the same in employer branding in that it creates an image that makes people want to work for the firm because it is a well managed firm where workers are continually learning, growing and becoming part of the companies culture. Employer branding may be a new terminology for many companies, yet it is becoming more and more important to organizations since maintaining and building a strong internal and external brand is an important factor in retaining loyalty, motivation and driving performance. One part of employer branding is the process of placing an image of being a great place to work in the minds of the candidates.

It is not very rare that companies just have mission and vision statements hanging on the wall without any of the employees paying real attention to these values. People always want to feel like they "fit in". Branding a company like branding a product gives the employer the advantage to gain and retain the ones that really "fit in" into the organization. Employer branding has similarities with product branding. It also has a personality and positioning so the overall value can be defined as employer branding equity. (Asli Kusçu, Elif Yolbulan Okan, 2010)

1.1. Employer brand Personality

About 70% of all companies in Germany complain about the insufficiency of talent on the German job market, mainly the lack of management personnel and young professionals in the technical area. 46% of all employers found out that that the brand awareness is too low to differentiate from the competition. For this reason an increasing amount of companies are using various strategies to create an employer brand. According to the study "Employer attractivity - employer branding and talent supply 2010" of the HR consulting company Hewitt Associates, every second company works with a "employer branding budget". 76% of the questioned companies increased this budget comparing to 2008. However budgets vary between 20,000 Euros, to 300,000 Euros. This compels the need for personifying the employer brand in order to attract right talent.

On the one side, the employer can be seen as a brand with which the employee develops a closer relationship (Ambler and Barrow, 1996). Employer brand differentiation for a company means finding its own sweet spot that's distinctive in comparison to its recruitment competitors, i.e. an optimal positioning that makes the employer an employer-of-choice among their target group. It involves finding a focus and not saying too much. In the war for talent and in an environment cluttered and saturated by information, communicating a clear, distinctive and consistent message becomes increasingly important - it's what makes an employer stand-out, be understood and be remembered. …

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