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Employer branding

This monograph seeks to explore the multifaceted aspects of employer branding and provide a conceptual framework for understanding this concept. The content of the book integrates various viewpoints on employer branding, aligns these perspectives with a unified theoretical model, and illustrates the...

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Hovedforfatter: Wojtaszczyk, Katarzyna
Format: Online
Sprog:polsk
Udgivet: Wydawnictwo Uniwersytetu Łódzkiego 2026
Fag:
Employer branding
Brand management
Human resource management
Values
Relationships
Experiences
thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJM Management and management techniques::KJMV Management of specific areas::KJMV2 Personnel and human resources management
Online adgang:ONIX_20260612T144849_9788383318370_7
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Summary:This monograph seeks to explore the multifaceted aspects of employer branding and provide a conceptual framework for understanding this concept. The content of the book integrates various viewpoints on employer branding, aligns these perspectives with a unified theoretical model, and illustrates the intricate nature of employer branding._x000D_ The book examines employer branding from four distinct perspectives. To begin with, the first dimension is shaped by value theory, relationship theory, and experience theory, all of which have played a substantial role in contemporary management studies. The second dimension focuses on an organisation's marketing function, particularly the principles of brand management. The third dimension highlights the role of human resource management (HRM) in employer branding, emphasising the personnel function, and involving key HRM stakeholders: prospective, current, and former employees. Lastly, the fourth dimension encompasses the management functions, defined as planning, organising, leading, and controlling._x000D_ The monograph is theoretical in nature and was developed based on an interdisciplinary, narrative literature review. Based on the analyses, it was determined that employer branding is a dual-function concept related to the HRM and marketing functions. Furthermore, it was proposed that employer branding should be seen as the process of co-creating employer brand value by an organisation and its internal and external stakeholders, which is achieved through the use of human resources and brand management tools to foster relationships that generate benefits and experiences for the stakeholders involved.

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