Book chapter
Attracting and retaining staff: the role of branding and industry image
Workforce development : perspectives and issues, pp.19-36
Springer
2014
Metrics
92 Record Views
Abstract
In increasingly competitive labour markets, attracting and retaining talent has become a prime concern of organisations. Employers need to understand the range of factors that influence career decision making and the role of employer branding in attracting human capital that best fits and contributes to the strategic aims of an organisation. This chapter identifies the changing factors that attract people to certain employment and industries and discusses the importance of aligning employer branding with employee branding to create a strong, genuine and lasting employer brand. Whilst organisations have long used marketing and branding practices to engender loyalty in customers, they are increasingly expanding this activity to differentiate organisations and make them attractive from an employee perspective. This chapter discusses employer branding and industry image as two important components of attraction strategies and describes ways companies can maximise their brand awareness in the employment market to both current and future employees.
Details
- Title
- Attracting and retaining staff: the role of branding and industry image
- Creators
- Michelle Wallace - Southern Cross UniversityIan Lings - Queensland University of TechnologyRoslyn Cameron - Central Queensland UniversityNeroli Sheldon - Southern Cross University
- Contributors
- Roger Harris (Editor of compilation)Tom Short (Editor of compilation)
- Publication Details
- Workforce development : perspectives and issues, pp.19-36
- Publisher
- Springer; New York
- Identifiers
- 1950; 991012822163302368
- Copyright
- © 2014 Springer Science+Business Media Singapore.
- Academic Unit
- Faculty of Business, Law and Arts; School of Business and Tourism
- Language
- English
- Resource Type
- Book chapter