Employer branding for competitive advantage : models and implementation strategies / edited by Geeta Rana, Shivani Agarwal, and Ravindra Sharma.

Format:

Book

Contributor:

Rana, Geeta, editor.

Agarwal, Shivani, editor.

Sarma, Ravindra, editor.

Series:

Information technology, management and operations research practices

Language:

English

Subjects (All):

Employees--Recruiting.

Employees.

Branding (Marketing)--Management.

Branding (Marketing).

Social media.

Physical Description:

1 online resource (223 pages) : illustrations.

Edition:

First edition.

Place of Publication:

Boca Raton, Florida ; London ; New York : CRC Press, [2021]

Summary:

"This book shows how to build and maintain a distinctive and credible employer brand and develop a set of relevant success metrics to help measure ROI. Starting with the current interest in employer branding, this book looks at the historical roots of brand management and the practical steps to achieve employer brand management success. The book will review the pressures which have generated current interest in employer branding. It goes on to look at the historical roots of brand management and the practical steps necessary to achieve employer brand management success. The book includes the business case, research, positioning, implementation, management and measurement, and case studies of big-named employer brand stories. This book will provide new insight in the field of employer branding and provide directions and tools for organizational brand building. It will be beneficial for research scholars, engineers, practitioners, and management students"-- Provided by publisher

Contents:

Cover

Half Title

Series Information

Title Page

Copyright Page

Table of contents

Preface

Acknowledgments

Editors

Contributors

1 Modeling Drivers of Employer Branding: Agile Role of HR

Introduction

Meaning and Definition

Literature Review

Research Methodology

Discussion

Conclusion

References

2 Assessing the Validity of Employer Branding and Predicting Its Talent-Oriented Outcomes: An Employee's Perspective

Introduction: Employer Branding as a New Dimension

Objectives of the Study

The objectives of the study were to

Employer Branding in Indian Context

Conceptual Framework and Hypotheses Development

H1: Employer branding significantly affects talent management

Research Design and Methodology

Sample

Data Analysis

Scale Purification: Exploratory Factor Analysis

Results

Scale Validation: Confirmatory Factor Analysis

Reliability

Validity

Common Method Variance

Structural Equation Modeling (SEM)

Managerial Implications

Limitations of the Study and Future Research Direction

3 The Role of Employer Branding in the Creation of Powerful Corporate Brands

The Corporate Brand

Integrating Employer Branding with Corporate Branding

Employer Branding, Psychological Contract, and Psychological Ownership

Role of Employees in Corporate Branding

Significance of Having Committed Employees for a Corporate Brand

4 Toward an Integration of the Collaborator's Experience in the Digital Management of the Employer Brand

Toward Digitalization of Employer Brand Management

A Study in Customer Relationship Centers in Morocco

Context and Field of Research

From a Digital Employer Branding Mastered by Companies ….

… to the Integration of Employees into the Digital Employer Branding

Notes

5 Employer Branding and Social Media: The Case of World's Best Employers

Theoretical Background

Data and Methodology

Analysis

Employer Value Propositions

Correspondence Analysis

Discussion and Managerial Implications

Conclusion and Future Research Recommendations

6 Corporate Social Responsibility to Corporate Environment Ready: A Paradigm Shift to Organizational Branding

Literature Review: A Brief Story

CSR by Indian Companies: An Overview of Selected Companies

Corporate Environment Ready Model

Carroll's Model

Halal's Model

Ackerman's Model

The Elements of the CER Model

Profit

Process

People

Planet

CSR and Four Factors

Findings

Suggestions

7 Branding through Workforce

Branding

Employee Branding

Definitions of Employee Branding

Process of Employee Branding

Internal Sources

External Sources

Importance of Psychological Aspects in Employee Branding

Employee Banding and Brand Image

Techniques for Employee Brand Image

Branding through Workforce

Limitation of Branding through Workforce

8 Impact of Knowledge Management on Employee Satisfaction in Nepalese Banking Sector

Methodology

Research Design

Population and Sample

Nature and Sources of Data

Instruments and Survey

Methods of Analysis

Demographic Profile of the Respondents

Results and Discussion

Testing the Measure Model

Checking the Measurement Model Means

Structural Model

Moderation Analysis.

Moderation effect of Gender on Knowledge Acquisition to Employee Satisfaction

Moderation effect of Gender on Knowledge Sharing to Employee Satisfaction

Moderation effect of Gender on Knowledge Creation to Employee Satisfaction

Moderation effect of Gender on Knowledge Storage to Employee Satisfaction

Moderation effect of Gender on Knowledge Retention to Employee Satisfaction

Implications

Research Implications

Future Research Implications

9 Strengthening Employer Branding with Corporate : Social Responsibility

Employer Branding

Internal Employer Branding

External Employer Branding

Employer Branding and Employee Gratification

Importance of EB

Strategic Activities of EB

Employer Value Propositions (EPV)

Linking with Campus

Motivational Factors

Creative Marketing Team

Feedback and Research

Statistics

Corporate Social Responsibility

Company Act 2013

CSR Pillars

Corporate Social Responsibilities toward Various Stakeholders

Corporate Social Responsibility and Branding

Employer Branding and Corporate Social Responsibility

Concept

Relationship between EB and CSR

Significance of EB and CSR

Increase Organizational Social Behavior and Strengthen the Employer-Employee Relation

Boost Employee Identity with the Organization

Enhance Employee Retention and Organizational Assurance

Develop Employee Engagement and Performance

More Appealing Company Culture to Prospective Employees

Facts and Figures

Signaling Theory

Social Identity Theory

10 Enhancing Employee Happiness: Branding as an Employer of Choice

Theoretical Background and Literature Review.

Linking Perceptions of Organisational Virtuousness with Employer Branding

Linking Employee Happiness and Perceptions of Employer Branding

Linking Perceptions of Organisational Virtuousness and Employee Happiness

Mediating Role of Employee Happiness in the Link between the Perceptions of Organisational Virtuousness and Employer Branding

Methods

Sample and Procedure

Measures

Hypotheses Testing

Discussion, Conclusion and Implications

Limitations and Future Directions

11 Techno Innovative Tools for Employer Branding in Industry 4.0

Review of Literature

Human Resource Management and Industry 4.0

Objective of the Study

Conceptual Framework

Conceptual Model: Integration of Technology in HR Functions for Enhancing Employer Branding in Industry 4.0

12 Impact of Employer Branding on Customer Acquisitions and Retentions: A Case Study of Microsign Products

Corporate Image and Corporate Brand

Specially-abled

Microsign Products

Microsign History

Microsign Other CSR Activities

Specially-abled and CSR

Customer Acquisitions and Retentions

Microsign Specially-abled Workforce and CSR

Microsign Employer Brand

Corporate Image, Corporate Brand, Customer Acquisitions and Retentions

Contribution to Theory

Contribution to Practice

Limitations of the Study

Future Directions

Index

Index.

Notes:

Description based on print version record.

ISBN:

9781000362268

1000362264

OCLC:

1334593931