literature review employer branding

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Personnel Review

ISSN : 0048-3486

Article publication date: 1 January 2010

The purpose of this paper is to review the existing literature linked to the emerging field of employer branding, with a view to adding insight from the perspective of the management of human resources.

Design/methodology/approach

The approach taken entails reviewing books and academic journals from the area of marketing, organisational behaviour (OB) and business management. The review shows that research and theory from a range of fields can help add to one's knowledge of employer branding; these include areas of research that investigate organisational attractiveness to potential new recruits, research and writing linked to the psychological contract literature as well as work that examines organisational identity, organisational identification and organisational personality characteristics.

Research limitations/implications

The main limitation of the review is that, while different areas and fields of research are being drawn on to help identify useful knowledge that can improve one's understanding of what effective employer branding might involve, the literature and research in each area will be (necessarily) selective.

Practical implications

The review has a number of general practical implications; many of these are highlighted in the propositions set out within each section.

Originality/value

The originality of the review is that it is unique in showing how different areas of literature can be linked to employer branding. The review helps to integrate the existing literature in a way which can help personnel practitioners to immediately see the relevance of theories and research from a range of key academic fields.

• Corporate identity
• Psychological contracts

Edwards, M.R. (2010), "An integrative review of employer branding and OB theory", Personnel Review , Vol. 39 No. 1, pp. 5-23. https://doi.org/10.1108/00483481011012809

Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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Employer Branding Literature Review

2021, Feedforward: Journal of Human Resource

The concept of employer branding has attracted many researchers’ attention in the recent years. In today’s business environment, employer branding becomes one important source of competitive advantage that creates value for all companies. Organizations have identified employer branding as an important tool for attracting and retaining a talented workforce. The aim of this study is to get an understanding of employer branding on a broader spectrum and to examine employee engagement, employee retention, and employee satisfaction as the outcomes of employer branding. The paper focused by clarifying the definitions and the outcomes of employer branding.

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