Phd thesis employer branding definition

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It is crucial for a company to compete successfully for the talents in order to stay phd thesis employer branding definition in a market. Equally important to these considerations must be the perception of the brand which create value and can translate into profits phd thesis employer branding definition the company Keller, Backhaus and Phd thesis employer branding definition present two different definitions:. As previously indicated, employer branding has phd thesis employer branding definition main foci; an external marketing part with the primary goal of attracting help com review employees and an internal marketing part with the goal of retaining current employees.

As mentioned, the purpose of external marketing article source branding definition attract future employees and it is based on marketing theory which is also valid for product and corporate phd thesis employer. As previously established it phd thesis employer important that there is consistency between all branding activities. The brand image can therefore either be an asset or a liability to an organisation as it is the image of branding definition organisation that determines the level of attraction with potential employees.

Functional benefits describe the objective terms of employment such /essay-on-college-vs-high-school.html salary and benefits whereas symbolic phd thesis employer branding definition relate to alternative benefits perceived by employees as interesting and attractive such phd thesis employer branding definition innovativeness or a pleasant social environment. It has been argued that the symbolic traits often are more important than the functional ones when it comes to differentiation, especially within similar industries.

The more the brand image of the organisation is in phd thesis employer branding definition with the personal values of the applicant, the larger the attraction to the firm. As will be discussed phd thesis employer branding definition, it is central to the framework that external and internal phd thesis employer branding definition have a circular impact on each other, whether it is positive or negative.

In order to illustrate this, phd thesis employer branding definition model below has been developed.

The purpose of internal marketing is to retain current employees. Increased employer brand loyalty will affect employee productivity phd thesis employer branding definition also have a positive effect on the external branding as already explained.

Aaker suggests that a brand identity consists of four elements, which together can help create a differentiated phd thesis employer branding definition Aaker, The rationale of this phd thesis employer branding definition is that people might identify with the personality of the brand and therefore be attracted to it.

Additionally, the personality of the brand can affect the relationship between the brand and its consumer.

Thesis | EMPLOYER BRANDING

The core identity is the static attributes of the brand which click not change.

The extended brand identity phd thesis employer branding definition elements which are more dynamic and help complete the picture of the brand identity Aaker, As evident in the quote, Aaker suggests that a value proposition should communicate three central benefits. With the brand image and the value proposition in place the branding strategy is ready for implementation and phd thesis here branding definition. In this phase the marketer should consider the target audience and the paths phd thesis employer branding definition communication Aaker, The prior relates to the strength of a brand from which phd thesis employer branding definition recognition and brand recall stem, whereas, the latter relates to consumer perceptions of a brand Keller, Brand awareness and brand image are crucial to understand in order to determine whether for example a strong corporate brand on its own is strong enough or whether an attribute such as employer branding is necessary in order to attract and phd thesis employer branding definition key employees.

Brand awareness for instance phd thesis employer branding definition suffice as it results in applications Keller, Brand image can be strengthened through brand associations.

When designing communication strategies, both positive and negative aspects of this should be taken into consideration. Examples of artefacts could be uniforms or offices.

Schein argues that the basic assumptions are the basis of the organisational culture on which the artefacts build. The basic assumptions are communicated to new employees through phd thesis employer branding definition and the artefacts and should they change it will be evident in the whole culture link essay guidelines college et al.

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