To what extent does employer branding affect employer attraction in recruitment?

• Main Author: Borba, Ludmila Carla de Oliveira
• Publication Date: 2024
• Format: Master thesis
• Language: eng
• Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
• Download full: http://hdl.handle.net/10400.14/48303
• topic: Employer branding; Employer attraction; Organization attractiveness; Recruitment; Marca empregadora; Atração do empregador; Atratividade da organização; Recrutamento

Employer Branding has been studied and applied in companies at least for the last two decades, being an important term for companies and recruitment teams. This study will address the extent of Employer Branding and how influences the Employer Attraction in recruitment. A multifaceted description of the terms and its implications is proposed, including the various components of Employer Branding like Employer Branding Model, Employer Attraction, Organizational Identity, Image, Culture and Reputation, Employee Loyalty and Productivity and will present how these components related to Employer Branding affect in the Recruitment processes, including the respective components, such as Online Presence, E-recruitment and Techniques triggering to the Relationship between Employer Branding, Attraction and Recruitment. It is argued that Employer Branding is something Recruitment relies on to make a good hire and companies benefit from. The objective is to discuss to what extent Employer Branding affect Employer Attraction in Recruitment so organizations that make a strategic Employer Branding and communicate clearly, with authenticity and transparency are more efficient, effective and innovative. The method used is meta-analysis and the results show that a well-developed Employer Branding strategy can enhance an organization’s appeal to potential candidates by aligning brand identity with employee expectations. Focusing on the online presence and tailored recruitment approaches amplify employer attractiveness and foster the engagement and loyalty from candidates towards the job and the company. The thesis provides insights of how Employer Branding contribute to hire fitted employees who will help the organizations thrive.