Employer Branding: Importance to Recruitment, Selection and Retention

This presentation discusses the concept and theories of employer branding, its importance to recruitment, selection, and retention, and its implication to organizations. It also provides a workplace example from Coca-Cola. The references used in this presentation are from various sources including academic journals and books.

PRESENTATION
Employer Branding

Introduction
 Employer branding refers to the process in
which an organisation builds a reputation as the
employer of choice through improving the value
of employee positions and value rather than its
core activities and its products.
 Through the organisation branding, a company
can recruit employee with high-quality skills
and thus can be able to retain those people who
are regarded as professionals (Theurer,
Tumasjan, Welpe & Lievens, 2016).
 Through this strategy, the organisation can
attract ideal professions who are capable of
coming up with new ideas thus improving the
company business plans (Conference Board of
Canada, 2012).

The concepts and theories
All companies are involved in some practices of employer branding practices irrespective of whether or
not that approach being formal(Gronlund, 2013). Think about enlisting a recruitment ad, appearing for
a job fair, viewing employees as part of a consumer viable drive, all these are employer branding events
Abraham Maslow, a humanistic psychologist, created precise desires that can motivate a person when it
comes to life-centered satisfaction.
There are about five levels forming Maslow’s Hierarchy of Wants:
Emphases the physiological desires
Inspecting the need for having a conducive setting for learning
The feeling of love and compassion impact the candidate’s recognition for others
Individual successes a process can diagnose
Understanding the truth and discovering roles
The entire purpose for enacting an employer branding plan is to entice top talent to a company.

Why understand this topic is important
to recruitment, selection and retention
Employer branding and
employee attractiveness
help organization to have
the best, right and ideal
employee in the
organization.
During the process of
recruiting and selection of
an employee, the employer
brand can be recognized by
the number of applicants
who comes for the
interviews.

Workplace example
 Coca-Cola hires about 1,600 Company
associates who work with European bottler
workers who are over 60,000.
 Coca-Cola recently went on board on an
employer brand refresh reinforced by SAS
managed by the Talent Manager of Coca-Cola
Europe, Stephen Mulvenna, the company goals
of revitalizing its employer brand include
recruiting and retaining high prospective talent
in a reliable and further practical and straight
way in Europe (Rupp. M, 2016).
 Reduction of recruitment spend as well as
getting off from every nation having its own
human resource location are also objectives of
this program.

The implication to organization
 This program plays a significant
role in Coca-Cola’s employer brand.
Among the places to realize the
impact is Coca-Cola Europe’s
employment website.
 In the fresh branding, the core
part of the site is the stories of
Coca-Cola employees from around
Europe (Smith, J., & Dubbink, W,
2011).
 This program is considered an
achievement in Coca-Cola Europe
and some thrilling phases are now
scheduled involving enactment of a
social media component, worker
referral program and unveiling of
an onboarding extranet.

References
Bondarouk, T., & Olivas-Lujan, M. R. (2013). Social media in human resources management. Bingley, U.K: Emerald.
Conference Board of Canada. (2012). Best Practices in Social Media for HR. Ottawa: The Conference Board of Canada.
Gronlund, J. (2013). Basics of branding: A practical guide for managers.
Hédoin, C. (2015). From Utilitarianism to Paternalism: When Behavioral Economics meets Moral Philosophy. Revue De Philosophie
Économique, 16(2), 73. doi: 10.3917/rpec.162.0073
Hubschmid, E. (2013). Shaping efficient employer branding strategies to target Generation Y: A cross-national perspective on
recruitment marketing. Bern: Peter Lang.
Musilová, J. (2015). Company, its performance and perceived employer attractiveness.
Rupp, M. (2016). Storytelling für Unternehmen: Mit Geschichten zum Erfolg in Content Marketing, PR, Social Media, Employer
Branding und Leadership.
Smith, J., & Dubbink, W. (2011). Understanding the Role of Moral Principles in Business Ethics: A Kantian Perspective. Business
Ethics Quarterly, 21(02), 205-231. doi: 10.5840/beq201121214
Taormina and Gao (2013). Maslow and the Motivation Hierarchy: Measuring Satisfaction of the Needs. The American Journal of
Psychology, 126(2), p.155.
Theurer, C., Tumasjan, A., Welpe, I., & Lievens, F. (2016). Employer Branding: A Brand Equity-based Literature Review and Research
Agenda. International Journal Of Management Reviews, 20(1), 155-179. doi: 10.1111/ijmr.12121