Employer Branding Research Papers 2012

Employer Branding Research Papers 2012-38
Employer branding efforts are focused according to target group.

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Developing CSR projects helps an organization build a better reputation among internal and external stakeholders and through attracting talent, motivating employees, recruiting employees and retaining employees CSR can help build employer brands (Suliman & Al-Khatib, 2014).All of the scales were drawn and adapted from existing literature as mentioned previously.All of the items were measured by seven-point Likert scales.Authors often connected CSR and reputation (Stanaland, Lewin, & Murphy, 2011; Maden et al., 2012), as well as employer brands and reputation (Ruiz et al., 2017; Burke & Martin, 2011).The aim of the study described here (which I conducted with my colleague Dubravka Sinčić Ćorić), was to further explore the potential connections between three concepts – corporate social responsibility, employer branding and reputation.Today, when talking about reputation management, one of the most important goals for the organizations is to remain legitimate (Martin, 2009) which emphasizes the importance of corporate social responsibility.CSR is often viewed as a strategic tool to respond to various expectations of multiple stakeholders (Lai, Chiu, Yang, & Pai, 2010).Reputation, at least according to our results, seems to be the umbrella concept that encompasses both perceived corporate social responsibility and perceived employer brands.The purpose of this study is to examine what kind of motives and practices company has for employer branding in power industry.Although the concept of reputation has been widely used in various disciplines and numerous studies there is still no “definitive definition” (Tkalac Verčič, Verčič, & Žnidar, 2016).Marketing literature especially shows no real agreement on how to define or measure the concept of reputation so Bromley’s conclusion from fifteen years ago (2002) according to which the concept of corporate reputation seems to lack an agreed theoretical basis – still holds today.


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