Employer branding; who is going to tell recruiters and HR professionals?

Wim J.L. Elving

DECEMBER 2013

Employer branding is about branding the organization as an attractive employer. That is not and cannot be a value free exercise. You cannot claim being an attractive employer, if you are not.

We have studied Employer branding for some time now, first results (see Elving et al., 2013) showed that it is hardly exercised in the Netherlands, but if applied can lead to an significant increase of attractiveness. In this experiment we created two identical jobs at a virtual organization, one vacancy was the standard, as we see on recruitment sites and in the newspapers, the other one was branded, included information on the uniqueness of the organization, the possibilities for development for the candidate etcetera.

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Viva voce

Viva Voce

In January 2015 I had the privilege to be invited as external examiner for a Viva Voce (PhD thesis defense) at the Brunel Business School of the University of Brunel in the UK. The thesis was on sustainability communication and strategic ambiguity. Although the terms differed from how I use these in my work and research, the PhD it self was a great effort to gain knowledge on how professionals in the food and related industries are dealing with the growing demands of stakeholders to care more for the environment, well being and health of consumers.

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