University of Twente Student Theses


Case Study: How Can Employer Branding Contribute to Both Differentiated HR and Marketing Activities?

Lentelink, A. (2023) Case Study: How Can Employer Branding Contribute to Both Differentiated HR and Marketing Activities?

[img] PDF
Abstract:In recent years, the importance of employer branding in attracting and retaining employees has grown significantly, especially due to the shortage of technical talent that many companies face. HR and marketing departments play a vital role in effectively communicating a company its identity as an employer, and employer branding can greatly contribute to this. Despite the existing knowledge about the positive impact of strong employer branding, there remains a lack of specific studies on Dutch technical companies. This research focuses on examining the perception of DGS, a Dutch machinery firm, its employer brand among both the management team and employees, identifying the key factors that DGS employees value in an ideal employer, and exploring the ways in which employer branding HR- and marketing activities within the unique context of DGS. The findings of this research show that a strong employer brand plays a critical role in several HR activities, including onboarding, talent development and employee engagement. It emphasizes the importance of alignment between HR and marketing to ensure clear and consistent communication both internally and externally. Furthermore, the research reveals striking differences in the perception between the DGS management team and the employees. By shedding light on these insights, the research contributes to a better understanding of employer branding within the specific context of DGS and provides tools for optimizing their employer branding efforts with practical implications.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:
Export this item as:BibTeX
HTML Citation
Reference Manager


Repository Staff Only: item control page