Edited By Rasim Yilmaz, Günther Löschnigg, Hasan Arslan and Mehmet Ali Icbay
A Conceptual Study on Employer Branding at the intersection of Human Resources Management, Marketing and Communications
The need to hire and retain talented employees is at the forefront of today’s business world. By acquiring talented and qualified employees, corporations gain a competitive advantage that distinguishes them in the minds of their stakeholders. In this regard, human capital is an essential part of the constantly evolving business environment. As the world experiences an irreversible change in the relationship between employer and employee, companies that comprehend and adapt to these changes will be the ones to achieve success. The term “talent management” was coined in the 1990’s by Mckinsey Company’s research and became a debated issue in the 2000’s when companies first recognised the talent shortage and difficulty of attracting talented and qualified people.
The leading cause of what we could call the talent wars and what’s referred in the scientific literature as talent shortage is the principle of employer attractiveness. According to this principle, it is vital for companies to distinguish themselves from their competitors in order to be attractive to talented and qualified employees. In order to accomplish this aim, companies are moving towards brand management strategies. Brand management that is typically part of the marketing discipline has intersected with human resources as changing market conditions meet the expectations and the needs of the employees. This gives us the concept of employer branding, which has become an interdisciplinary field that plays a critical role in corporate interactions with stakeholders.
In the literature, there are a very limited...