EMPLOYER BRANDING AND ITS SEDUCTIVENESS: A RESEARCH AGENDA

Abstract

Firms are ceaselessly in the quest to attract and retain talent to reap sustainable competitive advantage. The resource-based view of the firm claims that human resources are the salient source that significantly contribute to the strategic benefit of a firm in turbulent times. Thus, organizations are crafting their employee value propositions to attract and retain talent. It is said that the talented workforce can proactively contribute to the achievement of the firm’s strategic goals. Ironically, the loss of talented employees might produce severe consequences for the firm. Thus, it is of greater importance to the firm to craft robust compelling strategies to attract and retain talent. The nascent literature has underlined the importance of employer branding in attracting, retaining, inspiring and engaging the talent for elevating firm excellence. That is to say, employer branding aids firms to hire the best talents and contribute to organizational productivity. The employer branding philosophy develops from marketing literature based on the notion that firms market their products to the outside customer, it should market itself to its inside customers (internal employees). As a result, it can distinguish itself from those of its competitors as a great place to work. Despite the volume of literature on employer branding, many key points and explorations are required to better understand the antecedents and consequences of employer branding. Therefore, the present article aims to give a layout of the work that has been done to date on employer branding, highlights progressing upgrades in the research, and suggests future research directions.