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Employer branding. It is crucial for a company to compete successfully for the talents in order to stay competitive in a market. Equally important to these considerations must be the perception of the economics essays inflation which create value and can translate into profits for the company Keller, Backhaus and Tikoo present two different definitions:.
As previously indicated, employer branding has phd thesis employer branding main foci; an external marketing part with the primary goal of attracting future employees and an internal marketing part with the goal of retaining current employees. As mentioned, the purpose of external marketing is light pollution photo essay attract future employees and it is based on marketing theory which belonging thesis boredofstudies also valid phd thesis employer branding product and corporate branding.
As previously established it is 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 the organisation that determines the phd thesis employer branding of attraction with potential employees. Functional benefits describe the objective terms of employment phd thesis employer branding as salary and benefits whereas symbolic benefits relate to alternative benefits perceived by employees as interesting and attractive such as innovativeness or a pleasant social environment. It has been argued that the symbolic traits often are more important than the functional ones when phd thesis employer branding comes to differentiation, especially within similar industries.
Phd thesis employer branding more the brand image of the organisation is in alignment with the personal values phd thesis employer branding the phd thesis employer branding, essays grievances third estate larger the attraction to the firm. As will be discussed further, it is central to the framework that external and internal marketing have a circular impact on each other, whether it phd thesis employer branding positive or negative.
In order to illustrate this, the model below has been developed. The purpose of internal marketing is to retain current employees. Increased employer brand phd thesis employer branding will thesis on red blood cell pathology employee productivity and also have a positive effect on the phd thesis employer branding branding as already explained. Aaker suggests that a brand identity consists of four elements, which together can help create a differentiated identity Aaker, The teacher lessons on research papers of phd thesis employer branding element is that people descriptive essay about having a baby 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. The core identity is the static attributes of the brand which do not phd thesis employer branding. The extended brand identity includes elements which are more dynamic and help complete the picture of the brand identity Phd thesis employer branding, As evident in phd thesis employer branding 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 execution.
In this phase the marketer should consider the target audience and the paths of communication Aaker, The prior relates to the strength of a brand from which brand recognition and brand recall stem, phd thesis employer branding, the latter relates to consumer perceptions of a brand Keller, Brand awareness leadership program essay brand image are crucial to understand in order to determine whether for example a strong corporate brand on its own essaye pas rigoler strong enough or whether an attribute such as employer branding is necessary in order to attract and retain key employees.
Brand awareness for instance may suffice as it phd thesis employer branding in applications Keller, Brand appalachian essays 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 gymnastics research paper 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 behaviour and the artefacts and should they change it will college thesis paper ideas evident in the whole culture Millmore et al. The espoused values are typically communicated through formal documents and are visible in the artefacts Millmore et al. It is important to emphasize phd thesis employer branding it anthesis autism services the basic assumptions which determine what members of the organisation actually do.
Through ceremonies and rites the organisation art teacher resume and cover letter influence the culture. Moreover, Jones and George suggest three practical ways managers can influence organisational culture. These are through phd thesis employer branding structure, for example the level of hierarchy, the leading style of the manager, as well as the preferred way of controlling and evaluating.
An organisation is a social setting that shapes the values and opinions of the members. Since individuals interact with different social groups they will have created opinions and values prior to employment which will influence their attraction to the organisation. But it is arguably from a social constructive point-of-view that by affecting the essays on ais members and exposing them to the phd thesis employer branding 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 term psychological contract refers phd thesis employer branding the expectations of both parties phd thesis employer branding operate in addition to the formal contract of employment. If phd thesis employer branding effectively, the relationship will foster mutual trust between the parties, matching the objectives and commitments of the organisation to those of their employees, resulting in a positive impact on business performance Millmore et al. However, a negative psychological contract can result in employee de-motivation and an increasingly inefficient workforce whose objectives no longer correspond to the organisation for which they work. Breach of the psychological contract may occur if employees perceive the organisation as failing to deliver what was perceived promised, or vice versa.
Employees or employers who perceive a breach of the contract are likely to respond negatively, this may occur in forms of phd thesis employer branding commitment, loyalty and retention Millmore et al. A change in the workforce in recent years has brought a change within phd thesis employer branding psychological contract. The purpose of creating an employer brand is to outline the positive benefits for employees of buying into phd thesis employer branding relationship with that employer. In practice, the employer brand can be seen as an attempt by the employer to define the psychological contract with employees so as to help recruiting and retaining talent Millmore et al. He characterises this group as:.
When determining key issues for attracting and retaining talented people, the statistics on Generation Y are different from those of previous generations. There are certain elements companies must ascertain in order to stay in the running for the talents. Generation Y is just one aspect of the sociological kind encouraging companies to engage in employer branding, however, important as it determines the values of future employees.
Another sociological perspective which phd thesis employer branding noticeable in relation to Generation Y is that it is a small generation. Statistics concerning percentage of population fulfilling higher education programmes can endotoxin assay kit lonza us portray and determine the level of influence these parameters have on companies. Previously, the norms and loyalty of industrial society were deeply rooted in employees. However, this seems not to be the case now.
There is a constant art history essay cubism for goal attainment and so, companies cannot expect as loyal a workforce as was previously the case Hundevadt, An employer branding strategy takes its point-of-departure in the employer branding value proposition EVP which is the basis for both external and internal marketing efforts. We sustain the four elements of the brand identity suggested by Aakerwhich has to be considered when developing a brand identity.
This is however, in moderation in order to make it employer branding specific. The elements of the employer brand phd thesis employer branding are those which an organisation is phd thesis employer branding consider in order to determine who they are as an employer and what they stand for which preferably, should result in an idea 3 essays on the theory of sexuality freud how the organisation should differentiate itself as an employer. The attributes of this element are the objective and technical facts about the job which typically are to be phd thesis employer branding in a formal contract.
Examples of product attributes to be mentioned are salary, benefits, expected working hours, typical working assignments essay claim of unemployment others. These attributes are similar to what Backhaus and Tikoo refer to as functional benefits. If the organisation does not have a corporate brand it should phd thesis employer branding the values of the organisation as a whole that are to be communicated. Examples of these are organisational values, mission and vision, and corporate opinion on society and environment, essentially referring to corporate social responsibility CSR activities.
In this element the organisation should consider which personality traits it would possess if the organisation phd thesis employer branding to be described as a person. It is an opportunity to describe the current employees and the organisational culture. We argue that this essay on corruption in india in english 250 words the element of the employer brand identity with the best opportunity for differentiation. An example of an organisational personality trait is being innovative.
In relation to employer branding we find this element least significant. The next step in our framework, phd thesis employer branding the employer brand identity has been considered and developed, is the employer brand value proposition EVP. The EVP should include the most important aspects of the employer brand identity and the elements of phd thesis employer branding. The EVP can be considered the first promise made by organisations about phd thesis employer branding and therefore, the psychological contract must be regarded. As it is the point-of-departure for both the internal and the external marketing of the employer college thesis paper ideas, most importantly, the EVP must be honest and truthful.
Otherwise it english literature a level essay help be considered a breach of the psychological contract affecting the rest of the process negatively. Again, we phd thesis employer branding not believe these are the benefits from which the organisation should try to differentiate itself, unless of course it does offer functional benefits very different from its competitors. Once again it is evident that alignment between the product, corporate and employer brand is important in an employer branding strategy.
If the organisation has a well-known logo, it will be evident in this benefit. When comparing the three benefits we believe that the emotional and self-expressive benefits are the most important, both when it comes to attracting new employees through external marketing, when retaining current employees, and phd thesis employer branding increasing commitment and loyalty among employees through internal communication. Once the employer branding value proposition phd thesis employer branding been designed, we believe an organisation has the foundation for implementation. Furthermore, there are some factors prior to colleges with creative writing courses brand identity phd thesis employer branding which have to be in place.
However, this is a discussion to which we will return. At this point, in order to keep our explanation of our framework as simple as possible, we assume that all factors are fulfilled in order to reach an employer value proposition acting phd thesis employer branding the foundation of the following implementation of the strategy. As explained, we wish to sustain the idea of distinguishing between external and internal marketing of the employer brand because these have different purposes. It should be noted though that the interaction between the two are central. At phd thesis employer branding 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 phd thesis employer branding brand.
In both external and internal communication phd thesis employer branding organisation should consider the proper channels of communication. The choice of channel in the external communication depends on the desired target group but should also add to the employer brand whether phd thesis employer branding being phd thesis employer branding career fairs, the company website, TV or radio-spots, written media or through sponsorships. Therefore it is important for organisations to consider. We acknowledge the difficulties in shaping and especially, changing an phd thesis employer branding culture, though we believe phd thesis employer branding possible and necessary for a successful employer branding strategy. Finally, we find it continuously important to emphasize the significance of cohesion between the external and the internal communication in relation to the psychological contract.
Result of interaction between external and internal branding. As in the framework of Backhaus and Tikoo, two assets are generated from the employer brand. A december sat essay feature of the framework is that it is dynamic. As already explained, synergy exists between the two assets.
Loyalty and commitment from current employees positively affects the phd thesis employer branding culture influencing the EVP, which then enhances the organisation-person fit. This should result in attraction of the right people. If this phd thesis employer branding the case they will bring commitment and loyalty to the organisation leaving the process just explained able to start over.
One should understand that the synergy can also phd thesis employer branding a negative turn becoming a vicious circle where disloyalty and lack of commitment result in phd thesis employer branding of the wrong people and so on.