Managers in the Employer Branding Process: How managers contribute to the employer branding value creation
(2019) MGTN59 20191Department of Business Administration
- Abstract
- Employer branding is a topic that is becoming significantly more interesting among both scholars and practitioners. This study analysed a small part of this topic - the practical use of Employer Branding Value Chain. This study tackled this topic in a unique way because all data was gathered and analysed from the perspective of managers and their work. The purpose of this research is to discover and describe the main activities of managers that contribute to employer branding process and thus assess the functionality and relevance of Employer Branding Value Chain model for managers’ work.
To better understand employer branding, we started with a general review of the research in branding from which employer branding theories are... (More) - Employer branding is a topic that is becoming significantly more interesting among both scholars and practitioners. This study analysed a small part of this topic - the practical use of Employer Branding Value Chain. This study tackled this topic in a unique way because all data was gathered and analysed from the perspective of managers and their work. The purpose of this research is to discover and describe the main activities of managers that contribute to employer branding process and thus assess the functionality and relevance of Employer Branding Value Chain model for managers’ work.
To better understand employer branding, we started with a general review of the research in branding from which employer branding theories are derived. We focused on the Brand Value Chain and its employer branding version - The Employer Branding Value Chain - the backbone of this study. The theoretical part is concluded with the review of roles that managers can possibly have in the employer branding process.
The empirical data was collected through eight semi-structured interviews conducted in four companies that are among the top 30 brands in Sweden, based on students’ perception. The interviews were conducted face to face or via phone call. One interview was accepted in written form. We have interpreted and analyzed our empirical data by using a qualitative data analysis process that consisted of coding and categorization in Nvivo.
Our findings include various management activities that contribute to the employer branding process. Our conclusion is that managers; act as spokespersons for their brand, align companies’ and employees’ views on culture and values, influence and evaluate different processes, deal with employment dissatisfactions, and deal with negative media attention. Our other findings are that the first step of the Employer Branding Value Chain, with the exception of one category, is relevant for managers. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8987386
- author
- Weber, Torben LU and Fuchsová, Denisa
- supervisor
- organization
- course
- MGTN59 20191
- year
- 2019
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- employer branding, Employer Branding Value Chain, management, employees, applicants
- language
- English
- id
- 8987386
- date added to LUP
- 2019-06-26 09:06:38
- date last changed
- 2019-06-26 09:06:38
@misc{8987386,
abstract = {{Employer branding is a topic that is becoming significantly more interesting among both scholars and practitioners. This study analysed a small part of this topic - the practical use of Employer Branding Value Chain. This study tackled this topic in a unique way because all data was gathered and analysed from the perspective of managers and their work. The purpose of this research is to discover and describe the main activities of managers that contribute to employer branding process and thus assess the functionality and relevance of Employer Branding Value Chain model for managers’ work.
To better understand employer branding, we started with a general review of the research in branding from which employer branding theories are derived. We focused on the Brand Value Chain and its employer branding version - The Employer Branding Value Chain - the backbone of this study. The theoretical part is concluded with the review of roles that managers can possibly have in the employer branding process.
The empirical data was collected through eight semi-structured interviews conducted in four companies that are among the top 30 brands in Sweden, based on students’ perception. The interviews were conducted face to face or via phone call. One interview was accepted in written form. We have interpreted and analyzed our empirical data by using a qualitative data analysis process that consisted of coding and categorization in Nvivo.
Our findings include various management activities that contribute to the employer branding process. Our conclusion is that managers; act as spokespersons for their brand, align companies’ and employees’ views on culture and values, influence and evaluate different processes, deal with employment dissatisfactions, and deal with negative media attention. Our other findings are that the first step of the Employer Branding Value Chain, with the exception of one category, is relevant for managers.}},
author = {{Weber, Torben and Fuchsová, Denisa}},
language = {{eng}},
note = {{Student Paper}},
title = {{Managers in the Employer Branding Process: How managers contribute to the employer branding value creation}},
year = {{2019}},
}