Employer Branding Research Papers 2012

Employer Branding Research Papers 2012-83
show a positive relationship between perceived CSR and reputation (β = .224; p = .000) and a positive relationship between employer brand perception and reputation (β = .264; p = .000).Table 1: Multiple regression analysis results Multiple regression analysis shows that both perceived CSR and perceived employer brands are good predictors of perceived reputation, which sheds some light towards their underlying relationship.Reputation, at least according to our results, seems to be the umbrella concept that encompasses both perceived corporate social responsibility and perceived employer brands.

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To test the relationship between measured concepts we conducted a multiple regression analysis.

The results of multiple regressions shown in table 1.

The objective is to find out the benefits of employer branding and how it is targeted towards potential and current employees.

In addition, the aim is to examine whether companies see employer branding as a process and what kind of processes they have for employer branding.

Each of the students rated two (out of twenty) companies on their corporate social responsibility, employer brands and reputation.

We followed up with a series of in-depth interviews with corporate communications directors of the companies in being appraised.When positive, reputation is considered to be one of the most valuable intangible assets any organizations can possess (Vidaver-Cohen, 2007).This is true for organizations both in the profit and nonprofit sectors, in developed and developing economies (Martin, 2009; Balmer & Geyser 2003; Bouchikhi & Kimberly 2008).Reputation has been used synonymously with identity, image, prestige, goodwill, esteem and standing (Tkalac et al., 2016).In spite of these conceptual disagreements, most authors seem to agree that various stakeholders perceive organizations in different ways and decide on their actions based on the reputational status of the organization (Maden, Arikan, Telci, & Kantur, 2012).Contact us if you experience any difficulty logging in.Reputation is continuously recognized as one of the foundations on which to build organizational success (Key, 1995).The theoretical perspective of this study is based on literature review, which provides a better understanding of employer branding.The empirical part is a qualitative case study of two large, international companies in the field of power industry. The main motives for employer branding are better employer image, more efficient recruitment and improved job satisfaction.Today, when talking about reputation management, one of the most important goals for the organizations is to remain legitimate (Martin, 2009) which emphasizes the importance of corporate social responsibility.CSR is often viewed as a strategic tool to respond to various expectations of multiple stakeholders (Lai, Chiu, Yang, & Pai, 2010).


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