Title

Employer branding strategies: A gateway into reaching untapped potential

Date of Publication

2018

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Applied Corporate Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Business Management

Thesis Adviser

Maria Paquita Diongson-Bonnet

Defense Panel Chair

Patrick Adriel H. Aure

Defense Panel Member

Denver Bingski D. Daradar

Abstract/Summary

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.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU17299

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

x, 128 leaves : illustrations (some color) ; 28 cm. + 1 computer disc ; 4 3/4 in.

Keywords

Personnel management; Employees--Recruiting; Branding (Marketing)

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