Employer branding strategies: A gateway into reaching untapped potential
Date of Publication
Bachelor of Science in Applied Corporate Management
Ramon V. Del Rosario College of Business
Maria Paquita Diongson-Bonnet
Defense Panel Chair
Patrick Adriel H. Aure
Defense Panel Member
Denver Bingski D. Daradar
Employer branding is the reputation of an employer. It is the application of marketing principles to HR practices to build employer brand. Because the labor market has evolved into being more competitive, companies should be aggressive in differentiating itself from other competitors and appear to potential talents as the employer of choice. Strong employer brand would yield deeper employer brand associations which would improve general perception on the employer image. With millennials being the dominant generation in the workforce, HR practitioners need to reevaluate employer branding strategies. This study adopts the framework developed by Backhaus and Tikoo (2004) and identifies the symbolic factors that improve employer attractiveness. Afterwards, ordered logistic regression is used to generate statistical results on the correlation of variables. Conclusions and recommendations for companies will be given based on the results derived from the survey and the interview.
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
x, 128 leaves : illustrations (some color) ; 28 cm. + 1 computer disc ; 4 3/4 in.
Personnel management; Employees--Recruiting; Branding (Marketing)
Hao, K. C., Javier, J. G., & Juanitas, J. O. (2018). Employer branding strategies: A gateway into reaching untapped potential. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/9567