Conceptualizing and Modeling Employer Brand Equity

Conference Paper

• Conference Name: 20th International Conference on Corporate and Marketing Communications
• Conference Location: Izmir, Turkey
• Conference Date: Thursday, April 16, 2015

Publication Abstract

The development of an effective employer brand is becoming a prominent concern of organizations. This article reviews the employer branding literature to organize and structure the knowledge accumulated in this area to develop a conceptual framework of employer brand equity. The proposed conceptual framework identifies the key variables that influence employer brand equity and categorizes them into five main sets of variables. We posit that this framework has great usefulness in research and practice. We suggest that employer brand equity should play a crucial role in organizational success, as it will help organizations build, monitor, and develop their employer brands.