Employer Branding: Moulding Desired Perceptions in Current and Potential Employees

Abstract

Over the years, employer branding has not enjoyed as much attention in the branding literature. This led the researchers to try to locate a theoretical and conceptual basis of employer branding based on a review of the literature. As such, the literature revealed seven applicable models which collectively recommend that examining the subject only in terms of external branding efforts and processes is both limiting and misleading. Rather, the subject should also be examined from the perspective of internal branding processes. This finding was further buttressed by the tenets of activity theory – which formed the theoretical basis of analyzing the present concern. Further examination of the literature revealed the need for employer branding factor determination and contextualization of employer branding models – leading to the proposed model in this study based on the theoretical findings in the literature. Finally, recommendations for empirical validation of the theoretical findings for further studies were made. Keywords