Employer branding – the matching crisis and the bigger picture

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Krutzler, Jacqueline
Issue Date
MA of Business Administration
Dublin Business School
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Markets without boundaries, a fast-paced global economic business environment, technological advances and demographic shifts due to population growth or decline mark a new era of disruptive change. These factors are changing the behaviours and the way relationships between people and companies are formed. While people think that running an organisation is about growth, innovation and salesmanship, the reality is that an organisation’s ultimate success stems from attracting, recruiting, engaging and retaining passionate and skilled people. Employees are the most important asset and build the foundation of a company’s success. The concept of employer branding represents a company’s reputation as an employer and embodies a company’s effort to promote a unique, distinctive and desirable employment offering, both within the company to existing employees and outside the company to potential prospective candidates. Employer brand management takes a more holistic approach to shape the culture of a company and employees everyday experience of the brand by aligning the brand ethos with every employee’s touch-point. Nowadays, employers worldwide recognise the huge impact employees have on a customer’s service experience and satisfaction, which in turn leads to business growth. This thesis aims to identify and discuss the impact of employer branding on an employee’s perception in regard to the organisational attractiveness, the corporate brand and on productivity. The literature reviewed provides a concise outline to the concept of employer branding including branding, the corporate brand and the internal brand, corporate culture, organisational attractiveness and reputation as well as service quality. The thesis is descriptive and uses a qualitative, inductive approach. The strategy chosen for this thesis was a single case study that uses the Hotel Palais Hansen Kempinski as its object of study. A mono-method of semi-structured interviews was undertaken for the purpose of collecting the primary data. The interviews were conducted from different levels of the company, from the Director of People Services to the Chef de Bar in order to provide a clearer perspective on the impact of employer branding on the employee’s perception. The findings indicate that a distinctive and unique employer brand positively influences an employee’s perception of the organisational attractiveness, the corporate brand and the productivity. Author keywords: Employer branding, Employee's perception, Corporate brand, Internal brand, Organisation attractiveness