Employer branding: A Systematic Review on changing perspective from then and now
DOI:
https://doi.org/10.31305/rrijm.2022.v07.i07.026Keywords:
Employer branding, employer attractiveness, brand equity, attraction, retentionAbstract
From the last three decades, employer branding emerges as a key driver for the organisations. As a result, the topic employer branding has been rapidly growing. This paper discusses, main definitions of employer branding and its related concepts & their evolution over time and the constructs of the employer branding through a systematic review of the literature. After searching for academic publications on Google scholar, 50 papers have been included in the study. Results showed that the definition of employer branding has changed a lot according to the growing pertinence of time. We used the systematic review methodology and gathered the data from academic publications on this topic in the English language on an original dataset. Our main findings revealed that employer branding has mainly three constructs employer branding equity, employer branding loyalty and employee retention and attraction and it has important implications for scholars, organisation, managers, and Employees.
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