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How has modern employer branding impacted organisations overall recruitment strategy?

Farrell, Gerard (2021) How has modern employer branding impacted organisations overall recruitment strategy? Masters thesis, Dublin, National College of Ireland.

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Abstract

Employer branding is an emerging topic amongst both Human Resources and Marketing. Employer branding looks at how organisations present themselves within the labour market. This study investigates the modern application of employer branding and how organisations leverage their brand to create an attractive opportunity for candidates. This research investigates the current labour market and how it has impacted Employer Branding.

This research used both primary and secondary research to understand Employer Branding and its modern application further. The literature review presents an insight into the current situation while introducing some theoretical marketing activities relevant to the topic. Semi-structured interviews complemented this research as first-hand accounts discussing Employer Branding led the research to compare the previous literature and marketing theories and apply them to the findings from the research.

This research project identified Employer Branding as an emerging extension of Marketing. Through the sample, the findings discussed different aspects such as how competition and situations such as the pandemic have accelerated the need for Employer Branding to integrate into both Human Resource & Marketing strategies.

The Research project highlights the practical benefits and methods for organisations looking to build and develop their Employer Brand. The Dissertation concludes with recommendations for further research.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Human Resource Management > Recruitment
Divisions: School of Business > Master of Science in Marketing
Depositing User: Clara Chan
Date Deposited: 18 Feb 2022 10:21
Last Modified: 18 Feb 2022 10:21
URI: http://norma.ncirl.ie/id/eprint/5464

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