An integrative review of employer branding and OB theory.

Personnel Review (Impact Factor: 0.7). 02/2010; 39:5-23. DOI: 10.1108/00483481011012809

ABSTRACT Purpose -- The purpose of this paper is to review the existing literature linked to the emerging field of employer branding, with a view to adding insight from the perspective of the management of human resources. Design/methodology/approach -- The approach taken entails reviewing books and academic journals from the arm of marketing, organisational behaviour (OB) and business management. The review shows that research and theory from a range of fields can help add to one's knowledge of employer branding; these include areas of research that investigate organisational attractiveness to potential new recruits, research and writing linked to the psychological contract literature as well as work that examines organisational identity, organisational identification and organisational personality characteristics. Research limitations/implications -- The main limitation of the review is that, while different areas and fields of research are being drawn on to help identify useful knowledge that can improve one's understanding of what effective employer branding might involve, the literature and research in each area will be (necessarily) selective. Practical implications -- The review has a number of general practical implications; many of these are highlighted in the propositions set out within each section. Originality/value -- The originality of the review is that it is unique in showing how different areas of literature can be linked to employer branding. The review helps to integrate the existing literature in a way which can help personnel practitioners to immediately see the relevance of theories and research from a range of key academic fields. [ABSTRACT FROM AUTHOR] Copyright of Personnel Review is the property of Emerald Group Publishing Limited and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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    ABSTRACT: This study examines changing employment brands in the context of a multinational acquisition, specifically the implications for current employees. Using a sample (N = 251) from both the acquired and acquiring workforces, employees are tracked across 12 months following acquisition. The study explores predictors of identification with the acquiring organization, intent to quit, and discretionary effort. We focus on employment brand–related predictors, specifically perceptions linked to the provision of unique employment experiences, organizational identity strength, perceived prestige, and judgments of whether the acquiring organization acts in accordance with its corporate identity claims. The study showed that perceptions of prestige immediately after acquisition predict identification 12 months hence, as do judgments of whether the organization acts in accordance with its corporate social responsibility–based corporate identity claims. These judgments also predict subsequent levels of discretionary effort and long‐term intent to leave, as do perceptions linked to the provision of unique employment experiences. Perceived change in these unique employment experiences is also related to change in identification and intent to leave across time. Importantly, these elements have a varied effect on the adjustment outcomes when comparing the two workforces.
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