An Exploratory Study of Employer Branding

• Main Authors: Ting-Ying Lin, 林婷英
• Other Authors: Huei-Fang Chen
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/96516551834582799585

碩士 === 東吳大學 === 企業管理學系 === 100 === Through the past few years, countries all over the world have been suffering from global financial crisis. Therefore, to maintain a sustainable business has been a final goal for most companies. As business environment has been shifting, there have been more and more corporations focusing on branding and recruiting. This is because companies understand that with good brand reputation, it could not only attract customers and clients, but also draw interest to great talents to work for their company, and create a positive cycle. Therefor, the term “Employer Branding” started to appear. In order to have a better understanding of how companies manage employer branding and how it effects the corporation, this study is structured base on Employer branding studies and other branding and Human Resource Management (HRM) theories. By applying the case study of a multi-national company, the study provides evidence to describe how the corporation defines employer branding and how they manage its projects. Further more, this study provides results from interviews with a high-level manager, a current employee, and a potential employees to understand what employer branding means to them and how it has effect on their recruiting process or working experience. By adopting theories from HRM, the interview results show that both current employees and potential employees care about it’s company brand reputation and the symbolic characteristic and instrumental characteristics that the company offers in the recruiting process. Based on the results of this case study and adapting the Employer Branding Matrix, future studies can conduct an empirical study and explore the relationship between employer branding and human resource management practices, such as recruiting, selection, or internal training.