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Journal of Positive Management

EMPLOYER BRANDING AS AN EFFECTIVE TOOL IN ACQUIRING TALENTS
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EMPLOYER BRANDING AS AN EFFECTIVE TOOL IN ACQUIRING TALENTS

Authors

  • Ewelina Wilska Faculty of Economic Sciences and Management, Nicolaus Copernicus University, Toruń

DOI:

https://doi.org/10.12775/JPM.2014.019

Keywords

employer branding, talent, attract talent

Abstract

The purpose of the following study is to demonstrate that employer branding is an effective tool in acquiring talents. The starting point to considerations is the analysis of terminology used in literature. Next, the strategy of employer branding is shown as the component of two complementary and long-term action plans. The first one is concerned with the improvement of talented workers’ management system, and the latter deals with popularization of the execution of organization’s best practices. What is emphasized in this study, is the importance of these two actions’ consistency, which conditions acquiring talents as a long-term perspective.

References

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Employer Branding Online (2011), “Executives now challenging HR and Marketing for responsibility of the Employer Brand strategy”, available at: http://www.employerbrandingonline.com/news/research/346-new-research-findings-ebis-2011-employer-branding-global-research-study.html (accessed 18 September 2013).

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Herman, E.R, Gioia, J.L. (2001), “Helping Your Organization Become an Employer of Choice”, Employment Relations Today, Vol. 28 No 2, pp. 63-78. DOI: http://www.dx.doi.org/10.1002/ert.1015.abs

HRstandard.pl (2013), „83 proc. szansy na specjalistę. Marka inna, niż wszystkie”, available at:http://hrstandard.pl/2013/05/28/83-proc-szansy-na-specjaliste-marka-inna-niz-wszystkie/ (accessed 19 September 2013).

Jenner, S.J., Taylor, S. (2008), “Employer branding – fad or the future of HR?” [in:] S. Humpage (Ed.), Research insight: employer branding: the latest fad or the future for HR?, Chartered Institute of Personnel and Development, London, p. 7.

Knox, S., Freeman, C. (2006), “Measuring and managing employer brand image in the service industry”, Journal of Marketing Management, Vol. 22 No 7, pp. 695-716. DOI: http://www.dx.doi.org/10.1362/026725706778612103

Martin, G. (2008), “Employer branding – time for some long and ‘hard’ reflections?”, [in:] Employer branding, The latest fad or the future of HR?, research insight, Chartered Institute of Personnel and Development, London.

Moroko, L., Uncles M.D. (2008), “Characteristics of successful employer brands”, Journal of Brand Management, December 2008, Vol. 16 No. 3, pp. 160-175. DOI: http://www.dx.doi.org/10.1057/bm.2008.4

Smyk, E. (2011), „Employer branding, Kilka uwag o budowaniu pozytywnego wizerunku firmy jako pracodawcy”, available at: http://www.praktycznateoria.pl/employer-branding/ (accessed 18 September 2013).

Strayer LaMotte, S. (2013), “Employer Brand: It’s What You Measure That Counts”, available at:http://www.exaqueo.com/blog/2013/02/employer-brand-its-what-you-measure-that-counts/ (accessed 18 September 2013).

Sullivan, J. (2000), “Building an Employment Brand”, in: P. Wesman (Ed.), The Right Communiqué, Second Quarter, Vol. 4 No 2, [from:] B. Leigh (2000), Keeping the People Who Keep You in Business: 24 Ways to Hang on to Your Most Valuable Talent, Amacom, New York, p. 18.

Waghamare, S., Shivashankar, S., Sheshrao, M., Reshma, S. (2013), ”Employer branding: a strategic tool to attract and retain talents in a competitive environment”, Indian Streams Research Journal, Vol. 2 No 12, pp. 1-4.

Wojtaszczyk, K. (2009), „Od marki do marki pracodawcy z wyboru”, e-mentor, No. 1 (28), pp. 18-22.

Journal of Positive Management

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Published

2014-10-03

How to Cite

1.
WILSKA, Ewelina. EMPLOYER BRANDING AS AN EFFECTIVE TOOL IN ACQUIRING TALENTS. Journal of Positive Management. Online. 3 October 2014. Vol. 5, no. 3, pp. 46-54. [Accessed 16 June 2025]. DOI 10.12775/JPM.2014.019.
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Vol. 5 No. 3 (2014)

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