Measuring and managing employer brand image in the service industry / Simon Knox, Cheryl Freeman
Sumario: In competitive labour markets, the challenge for service-based organisations is to differentiate themselves in order to successfully attract and retain talented staff. Recently, the notion of branding the firm to potential and existing employees has been evoked in the marketing literature. In an empirical study, we measure aspects of this employer brand' image among potential recruits and recruiters during the recruitment process. The managerial implications of developing a more consistent employer brand image in the recruitment market are discussed. We conclude the paper by highlighting the contribution of our research, its limitations and areas for further research
En: Journal of Marketing Management.- Helensburgh (Argyll): Westburn Publishers Ltd.. - Vol. 22 ; 2006 ; p. 695-716
1. Imagen corporativa . 2. Gestión de la marca . 3. Imagen de marca . 4. Gestión del talento . 5. Reclutamiento de personal . 6. Selección de personal . 7. Creación de valor en la empresa . 8. Sector servicios . 9. Análisis empírico . 10. Talento . I. Gudergan, Siegfried . II. Lings, Ian . III. Title.