Co-Created Employer Brands: The Interplay of Strategy and Identity

Autor/in	Näppä, Anna
Titel	Co-Created Employer Brands: The Interplay of Strategy and Identity
Quelle	In: European Journal of Training and Development, 47 (2023) 10, S.37-52 (16 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	2046-9012
DOI	10.1108/EJTD-05-2021-0065
Schlagwörter	Foreign Countries; Business Administration; Small Businesses; Employers; Reputation; Strategic Planning; Sweden + Suchen Sie Ihr Suchwort? Ausland; Business economics; Betriebswirtschaft; Kleingewerbe; Strategy; Planning; Strategie; Planung; Schweden
Abstract	Purpose: The study aims to explore strategic employer brand management by combining experiences of multiple organizations. In particular, the purpose is to identify what strategic management processes managers consider relevant to employer brand management for small- and medium-sized enterprises (SMEs). Design/methodology/approach: This study took an inductive approach, observing a practitioner project in Sweden. The data were gathered during four full-day workshops, where 14 SMEs from different industries were chosen to participate and to actively work their employer brand(ing) activities. Findings: The results show that organizations have difficulty understanding and comparing employer branding practices, and thus, evaluating their own brand. The major themes show that organizations have two focus points for their employer branding work: building strategic structures (processes) on one hand, and a collective identity that aligns with the brand values, on the other. However, organizations differ in these dimensions, affecting what needs to be done to become successful. Originality/value: This contributes to the limited knowledge about employer branding, human resources development (HRD) and SMEs. In addition, most of the previous studies have neglected to take into account the differences between organizations, approaching employer branding as a universal process. This paper summarizes different positions for employer brands that affect strategy: the unmanaged, the non-strategic, the impersonal and finally, the co-created. Co-creation can be facilitated with the help of constructive and collaborative HRD. Then, it can be turned into a dynamic capability that builds competitive advantage. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01