University of Twente Student Theses
Same, same but different? : A strategic framework for attraction-oriented employer branding strategies under the consideration of employee preference profiles
Brune, Henriette (2019) Same, same but different? : A strategic framework for attraction-oriented employer branding strategies under the consideration of employee preference profiles.
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| Abstract: | Companies have begun to brand themselves as attractive employers to counter the increasing struggle of attracting valuable employees to their businesses. Although the perception of employer brands is dependent on workforces in the labor market and prone to be influenced by individual characteristics, current employer branding research provides almost no suggestions on how to acknowledge differences of potential employees in employer branding strategies. This thesis examines what role employee preference profiles play in employer branding by integrating insights from a mixed-methods approach. The findings of this thesis suggest that employee preference profiles based on demographic characteristics create different assessments on the importance of employment benefits and usefulness of communication channels. The thesis clarifies that these profiles can be used to create customized strategies for target populations with the aim of attracting a diverse, strategically flexible workforce needed in today’s dynamic markets. Further, empirical research advances the understanding of employer branding as a strategy and includes findings on the use of social media for related endeavors. Implications of the findings are discussed regarding theory and practice, limitations noted, and future research directions suggested. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/77409 |
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