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How has employer branding influenced organisations operating in Ireland’s overall recruitment strategy?

Power, Sam (2022) How has employer branding influenced organisations operating in Ireland’s overall recruitment strategy? Masters thesis, Dublin, National College of Ireland.

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This research intended to investigate how employer branding has influenced the overall research strategy of organisations operating in Ireland. Employer branding is a strategy used by organisations to present themselves in the employment market to potential employees for their organisation. In recent years, and with the enhancement of social media and the internet, employer branding has become a crucial strategy for businesses to use within their recruitment strategy. This research aimed to conduct a literature review and discover what previous studies have said about different areas of employer branding and then conduct primary research qualitative interviews to gain first-hand knowledge of the topic within Irish-based organisations. Then these two areas of the study were compared against each other to discover similarities or differences between the primary and secondary research.

These primary research interviews were carried out with 8 participants following a semi-structured approach in which some questions may not be asked as the participant may have answered this question within their answer to a previous question. This approach also left it open for follow up questions on certain answers that may have been given.

After conducting this study, the researcher has found that employer branding does have a great influence on the overall recruitment strategy of Irish based businesses in many ways. It forces companies to differentiate themselves from their competitors in how they attract people to apply to work at their business. However, there is a difference in employer branding strategies based on the size of the organisation and the financial capital that is available to that organisation. The themes that emerged from this study have helped break the overall research question down into smaller objectives by looking at areas such as the return on investment from employer branding and the challenges organisations face with regard to employer branding.

This study then concluded by laying out recommendations for companies with employer branding and will also provide recommendations for future research on the same or a similar topic.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
D History General and Old World > DA Great Britain > Ireland
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Human Resource Management > Recruitment
Divisions: School of Business > Master of Arts in Human Resource Management
Depositing User: Clara Chan
Date Deposited: 21 Nov 2022 13:09
Last Modified: 21 Nov 2022 13:11

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