Original Article

Journal of Brand Management advance online publication 16 August 2013; doi: 10.1057/bm.2013.10

What do best employer surveys reveal about employer branding and intention to apply?
Gordhan K Saini1, Purvi Rai2 and Manoj K Chaudhary3
Correspondence: Gordhan K. Saini, School of Management and Labour Studies, Tata Institute of Social Sciences, V.N. Purav Marg, Deonar, Mumbai, 400088, Maharashtra, India. E-mails: gksaini81@gmail.com;gksaini@tiss.edu
1

is an Assistant Professor at the School of Management &Labour Studies at the Tata Institute of Social Sciences, Mumbai. His research interests include employer branding, social marketing and consumer behaviour. He has published in journals such as International Journal of Nonprofit and Voluntary Sector Marketing, Journal of Asia Business Studies, Journal of South Asian Development and Economic and Political Weekly.
2

has completed her Masters in Human Resource Management and Labour Relations from Tata Institute of Social Sciences, Mumbai. She completed her B Tech in Information Technology from Jaypee Institute of Information Technology, Noida, and later she worked with Accenture Services Pvt. Ltd. for 11 months in SAP capability.
3

is currently working as Management Associate with Edelweiss Financial Services Ltd. He completed his Masters in Human Resource Management and Labour Relations from Tata Institute of Social Sciences, Mumbai. He has done his Bachelors in Hospitality Management from West Bengal University. He has worked with Oberoi Group of Hotels and interned at SAP Labs, Johnson and Johnson. Received 11 July 2013; Revised 11 July 2013 Advance online publication 16 August 2013 Top of page

Abstract
Employer branding is an effective marketing tool that helps organisations in projecting their distinct image in the minds of potential applicants and positioning them as an employer of choice. Recently, organisations are increasingly participating in various best employer surveys (BES) to project themselves as great places of employment and subsequently attracting larger and better talent from the labour market. The literature confirms a positive relationship between employer attractiveness (or other similar measures) and prospective employees intentions to apply to that organisation. In this article, we examine this relationship through the lens of BES in the Indian context. We measure the prospective applicants intention to apply in a sample of 12 firms that appeared either consistently or once in BES during 20072011. Findings suggest that firms with a consistent or recent listing in BES receive a significantly higher intention to apply than firms present only in one or an older BES. Furthermore, organisation familiarity is one of the major predictors of intention to apply. We suggest consistent efforts in building and sustaining employer brand by combining the efforts of marketing and HR managers in the design and execution of relevant activities and their communication to the target audience in emerging economies.
Keywords: employer survey; employer branding; employer attractiveness; brand management; emerging economies

Original Article
Journal of Brand Management (2009) 17, 181196; doi:10.1057/bm.2009.10; published online 25 September 2009

Employer branding and market segmentation

Lara Moroko1 and Mark D Uncles2
Correspondence: Lara Moroko and Mark D. Uncles, School of Marketing, Australian School of Business, University of New South Wales, Quadrangle Building, East Wing, Room 3011, UNSW Sydney, NSW 2052, Australia. E-mail: lara.moroko@unsw.edu.au; m.uncles@unsw.edu.au
1

is a brand and strategy researcher at the School of Marketing, University of New South Wales, Sydney, Australia. She has held consulting positions in the fields of corporate and employer branding strategy.
2

is a professor at the School of Marketing, University of New South Wales, Sydney, Australia. His research interests include brand management, retail analysis and consumer behavior. Received 19 May 2009; Revised 19 May 2009; Published online 25 September 2009. Top of page

Abstract
Over the last decade, firms large and small have begun overtly branding themselves as employers as well as purveyors of goods and services. Drawing on an investigation of employer brands in practice, we examine how market segmentation is being used implicitly by managers and how established techniques for market segmentation can be applied more extensively in the employer branding context. Further, we posit that using a range of segmentation approaches in concert can strengthen explicit links between employer branding and the broader strategic goals of an organization. In particular, the use of a combination of generic types of market segmentation should help the firm to be more efficient and effective in attracting, retaining and motivating both current and potential employees.
Keywords: employer branding, market segmentation, current employees, potential employees, employee attraction, employee retention

2010 - International Communication Association

Words: Pages: ||10695 || Info unavailable words 1. Frandsen, Sanne."Employer Brand Identification: A Case Study of a Low-Prestige

Company" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore, Jun 21, 2010 Online <PDF>. 2013-09-02 <http://citation.allacademic.com/meta/p403180_index.html> Publication Type: Conference Paper/Unpublished Manuscript Review Method: Peer Reviewed Abstract: The current study employs the concept of employer brand identification to examine how organizations with a negative corporate reputation can attract and retain employees. To address this question a case study is conducted in order to explore how the corporate reputation influences employees identity work and self-expression. The result shows a negative corpo-rate reputation causes the employees to create a positive employer brand that fosters high identification and protects the individual s self-image. Employer brand identification is a dual process, motivated not only by a sense of oneness with the employing company, but also by the benefit of self-expression to others through the brand. This study challenges the tradi-tional promotional perspective on employer branding and suggest a need for further devel-opment of our theory of employer brand identification. Limitations of the study, future direc-tions and implications for both employer branding research and practice are outlined.

A Conceptual Framework of Employer Branding

Anita Pansari
Icfai Business School March 19, 2010 Abstract: Purpose The paper seeks to explore the role of the role of employer branding on both the existing and prospective employees. Design/methodology/approach The methodology used for the paper is literature review as the paper proposes a conceptual model of employer branding. Findings Brand Equity and profitability are the two new constructs introduced in the model and Brand performance is associated with employer branding, brand commitment, brand loyalty and brand identification. Further, employee satisfaction leads to commitment and the same leads to profitability of the firm according to the Service Profit Model. Research limitations/implications The various measures to test the model have been provided, however the same needs to be empirically tested and validated. Practical implications The model gives an insight on the effects of employer branding on both the existing and potential employees. Managers could use this model to check the efficiency of its employer branding techniques. Originality/value Prior works in this field focus on either the existing employees or the potential

employees but not on both in one model. This paper focuses on significance of employer branding on both the existing and potential employees. Keywords: Employer Branding, Potential Employees, Existing Employees working papers series