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date: 04 April 2020

Abstract and Keywords

Employer brands are one tool that scholars and the popular press have increasingly pointed to as a means for companies to differentiate themselves and gain a competitive advantage in attracting talent. This chapter explores the emerging literature on employer brands and employer brand equity and proposes future research directions. It first reviews key concepts from consumer brand equity to provide theoretical background from marketing. Second, it connects these concepts with the extant literatures on decision making and job search and choice to identify how employer brands may affect individuals who may be either actively or passively searching for new jobs. Third, based on research and theories from the literatures on marketing and recruitment, it identifies how firms can effectively develop strong employer brands that help to attract talent to the organization. Finally, this chapter proposes future research drawing from a constructive choice-goals framework that may continue to build our knowledge in the area of employer brands and applicant attraction.

Keywords: employer brand equity, employer brands, job search, marketing recruitment

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