Centro de Documentacion de Fundación MAPFRE - Employer branding : attracting and retaining talent in financial services

MAP20180014826

Employer branding : attracting and retaining talent in financial services / Anna Näppä, Mana Farshid, Tim Foster

Sumario: This study develops and investigates a framework for better understanding employer branding. More specifically, the overall purpose is to provide a deeper understanding on how employer branding is used to attract and retain talent. An extensive literature review leads to a proposed conceptual framework focusing on two key research questions: How can the relationship between corporate branding, internal branding and employer branding in service industries be described? And, How can the role of corporate values in delivering the brand promise be described? A qualitative, case study approach is used to collect data from a financial services company in Sweden. The data collected and analyzed reveals that the areas of employer, internal and corporate branding are not mutually exclusive, but instead an intertwined collection of branding issues that together form the corporation's core values. All of this together is what allows the corporation to in turn deliver its brand(s) promise to several stakeholder groups

En: Journal of Financial Services Marketing.- Basingstoke, Reino Unido: Palgrave Macmillan UK. - Vol. 19 No. 2 ; 2014 ; p.132-145

1. Imagen corporativa . 2. Gestión de la marca . 3. Imagen de marca . 4. Gestión del talento . 5. Marketing de la marca . 6. Servicios financieros . 7. Gestión del marketing . 8. Entidades financieras . 9. Talento . I. Farshid, Mana . II. Foster, Tim . III. Título.