Determining the sociological perspectives surrounding a company will establish a picture of how to best progress the implementation of employer branding. Summary In this report, employer branding and war for talent literature are reviewed, as well as the main conjunction points related to topic with strategic human resource management and recruitment research. The choice of channel in the external communication depends on the desired target group but should also add to the employer brand whether it being through career fairs, the company website, TV or radio-spots, written media or through sponsorships. Focus on time, see the prompt and stay on task. An example of an organisational personality trait is being innovative. The social network case.

Expanding on this issue none of the companies from the case studies applied this definition of value nor mentioned this way of measuring. Therefore, 10 parameters have been set up. We have argued that the employer brand should be in close connection to the corporate brand, however, one could argue that employer branding is not necessary if you have a strong corporate brand. Continuing the discussion on tendencies in society it is interesting to reflect on the thoughts of Maslow. Brand image can be strengthened through brand associations. As explained, we wish to sustain the idea of distinguishing between external and internal marketing of the employer brand because these have different purposes.

We have argued that the employer brand should be in close connection to the corporate brand, however, one could argue that employer branding is not necessary if you have a strong corporate brand. Thus, in the context of this thesis, the literature on employer and corporate branding discussed above leads to identification of two further a priori themes, namely career development and human capital development. Combining this measure with the employee turnover rate gives a solid measure of the cost of not attracting the right applicants.

It has just been determined that more and more women graduate from a long-cycle education program Statistics Denmark and therefore, there is a need to reflect on the Maslowian needs of women.

Rhemen mentioned, the purpose of external marketing is to attract future employees and it is based on marketing theory which is also valid for product and corporate branding. The elements of the employer brand themeen are those which an organisation is to consider in order to determine who they are as an employer and what they stand for which preferably, should result in an idea of how the organisation should differentiate itself as an employer. From this figure we can view a decreasing rate of unemployment and an increasing rate of employment.


employer branding thesis themen

But it is arguably from themmen social constructive point-of-view that by affecting the organisation members and exposing them to the values and goals of the organisation, for example through use of tools mentioned in regards to organisational culture, the members of the organisation will eventually adapt these values as their own resulting in enhanced organisational identity.

The EVP should include the most important aspects of the employer brand identity and the elements of differentiation.

employer branding thesis themen

It should be noted though that the interaction between the two are central. This indicates an increased need for work-life balance.


We assume that the argument for implementing employer branding will focus on the importance of attracting the right people to a higher degree. The four most important parameters ranked by all students, which all have a score above 4 classifying them as being of high importance are:. One can assume that themwn and social responsibility are feminine values, and therefore the finding is not particularly surprising. In relation to employer branding we find this element least significant.

Because employer branding is so critically important to recruiting today, we thought it would be a good idea to survey the landscape and make a list of 10 companies that can serve as examples of employer branding done right. It therefore appears that there is a need to combine the qualitative measures with financial arguments. Furthermore, it is uncertain whether the results are exclusively due to employer branding activities. The way financial measures should be incorporated is by calculating the costs saved by not implementing the strategy.

Typically, these will be unskilled workers and craftsmen and since they are not the target for employer branding one cannot argue that the demand for employer branding is directly influenced by financial trends.

Otherwise, a company may fall short in the competition for talents. Expanding on this argument reflecting on Generation Y and the subsequent generations creates a pattern of human personal values being of increasing importance in regards to the jobs which they choose to hold.


The generation born between and is that which will be retiring these coming years and so, there is understandably concern as to the number of people available to companies to take over vacant job positions. 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.

Market entry strategy in an emerging market It is one of those interesting thesis topics for marketing and MBA students by my experience in which I got A For being creatives do different topics smployer time. A crucial feature of the framework is that it is dynamic. The question is whether size influences ability and demand for employer branding.

Branring have established that the demand for employer branding is constant, however, it is also of interest to evaluate whether there are prerequisites to be fulfilled prior to implementation and whether employer branding is useful to all types of organisations. Examples of product attributes to be mentioned are salary, benefits, expected working hours, emlloyer working assignments among others.

However, brand loyalty has two-fold effects since it is very likely that once a customer has developed loyalty towards a brand, the loyal customer will suggest the same brand to a prospective customer Timm. At this point in our framework we would like to highlight what we believe an organisation should consider in order to have the most effective and successful communication of the employer brand.

Employer branding thesis themen

Loyalty and commitment is more difficult to measure, especially quantitatively. Moreover, if available, employee satisfaction surveys will draw a picture of the organisational culture and identity. Therefore it is important for organisations to consider. Last, it is interesting to evaluate whether employer branding is mostly relevant to companies heavy on knowledge.