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Employer Branding: Sustainable HRM as a Competitive Advantage in the Market for High-Quality Employees

Author

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  • App, Stefanie
  • Merk, Janina
  • Buettgen, Marion

Abstract

This conceptual article examines how Sustainable Human Resource Management (Sustainable HRM) can help establishing an attractive employer brand that can address the different needs and expectations of potential and existing employees, without compromising a consistent employer image, which can result in a sustained competitive advantage. Sustainable HRM should help firms attract and retain high-quality employees, because by integrating Sustainable HRM practices into the employee value proposition, they establish a unique, attractive employer brand. An extended employee life cycle concept depicts how the employer brand promise can be delivered to address the different needs and expectations of potential and existing employees.

Suggested Citation

  • App, Stefanie & Merk, Janina & Buettgen, Marion, 2012. "Employer Branding: Sustainable HRM as a Competitive Advantage in the Market for High-Quality Employees," management revue. Socio-economic Studies, Rainer Hampp Verlag, vol. 23(3), pages 262-278.
    • Handle: RePEc:rai:mamere:1861-9908_mrev_2012_3_app
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    Citations

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    Cited by:

    1. Zakaria Lissaneddine & Farid Chaouki & Florence Rodhain, 2016. "Management de la marque employeur via les réseaux sociaux numériques : Revue de littérature et perspectives de recherche," Post-Print hal-02124640, HAL.
    2. Michael Kozak, 2018. "Conceptualizing Employer Branding: Is the Whole More than the Sum of Its Parts? Case Study-Based Evidence from Thailand," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 4(5), pages 197-207.
    3. Șupeală Doru, 2018. "Inspire to Hire and Win the War for Talents," Marketing – from Information to Decision Journal, Sciendo, vol. 1(2), pages 54-66, December.
    4. Nina Pološki Vokić, 2015. "Competitiveness and sustainability of HRM activities in Croatia –CRANET survey results," EFZG Working Papers Series 1506, Faculty of Economics and Business, University of Zagreb.
    5. Chang, Eunmi & Chin, Hyun, 2018. "Signaling or experiencing: Commitment HRM effects on recruitment and employees' online ratings," Journal of Business Research, Elsevier, vol. 84(C), pages 175-185.
    6. Rybaczewska, Maria & Sparks, Leigh & Sułkowski, Šukasz, 2020. "Consumers’ purchase decisions and employer image," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    7. Alina Daniela MIHALCEA, 2017. "Employer Branding and Talent Management in the Digital Age," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 5(2), pages 289-306, June.
    8. Burmann, Christoph & Piehler, Rico, 2013. "Employer Branding vs. Internal Branding – Ein Vorschlag zur Integration im Rahmen der identitätsbasierten Markenführung," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 67(3), pages 223-245.
    9. Katarzyna Piwowar-Sulej & Dominika Bąk-Grabowska, 2020. "Non-Permanent Employment and Employees’ Health in the Context of Sustainable HRM with a Focus on Poland," Social Sciences, MDPI, vol. 9(7), pages 1-23, July.
    10. Bejtkovský Jiří, 2018. "Factors influencing the job search and job selection in students of Generation Y in the Czech Republic in the employer branding context," Management & Marketing, Sciendo, vol. 13(3), pages 1133-1149, September.
    11. Fieras Alfawaire & Tarik Atan, 2021. "The Effect of Strategic Human Resource and Knowledge Management on Sustainable Competitive Advantages at Jordanian Universities: The Mediating Role of Organizational Innovation," Sustainability, MDPI, vol. 13(15), pages 1-35, July.
    12. Francisco Rincon‐Roldan & Alvaro Lopez‐Cabrales, 2021. "Ethical values in social economy for sustainable development," Annals of Public and Cooperative Economics, Wiley Blackwell, vol. 92(4), pages 705-729, December.
    13. Livia Cadei & Emanuele Serrelli & Domenico Simeone, 2021. "Sustainability Practices in Working Contexts: Supervision, Collective Narrative, Generative Humour, and Professional Respect," Sustainability, MDPI, vol. 13(20), pages 1-18, October.
    14. Ingen, Ramon van & Ruiter, Melanie De & Peters, Pascale & Kodden, Bas & Robben, Henry, 2021. "Engaging Through Purpose: The Mediating Role of Person–Organizational Purpose Fit in the Relationship Between Perceived Organizational Purpose and Work Engagement," management revue - Socio-Economic Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 32(2), pages 85-105.
    15. Patrycja Palen-Tondel & Alicja Smolbik-Jeczmien, 2021. "Looking for a Fulcrum- Are Preferred Work Values Different for Four Generation Cohorts Co-existing in the Labour Market of Poland?," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 102-119.
    16. Mölk, Andreas, 2018. "Structures, strategizing, and contested territories: A structuration perspective on strategy development in employer branding," Scandinavian Journal of Management, Elsevier, vol. 34(4), pages 326-334.
    17. Kristina Črnjar & Jasmina Dlačić & Borut Milfelner, 2020. "Analysing the Relationship Between Hotels’ Internal Marketing and Employee Engagement Dimensions," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(SI), pages 49-65.
    18. Baruk Agnieszka Izabela, 2016. "Perception of the University as an Employer Among Young Potential Employees," Marketing of Scientific and Research Organizations, Sciendo, vol. 21(3), pages 1-17, September.
    19. Laïla Benraiss-Noailles & Catherine Viot, 2014. "Employers, stand out! Employer brand: A valuable field untapped? [Employeurs démarquez-vous ! La marque employeur, un gisement de valeur inexploité ?]," Post-Print hal-01803664, HAL.
    20. Afriyadi Cahyadi & József Poór & Katalin Szabó, 2022. "Pursuing Consultant Performance: The Roles of Sustainable Leadership Styles, Sustainable Human Resource Management Practices, and Consultant Job Satisfaction," Sustainability, MDPI, vol. 14(7), pages 1-20, March.

    More about this item

    Keywords

    sustained competitive advantage; Sustainable HRM; employer branding; employee life cycle;
    All these keywords.

    JEL classification:

    • J20 - Labor and Demographic Economics - - Demand and Supply of Labor - - - General
    • J21 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Labor Force and Employment, Size, and Structure
    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M51 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Firm Employment Decisions; Promotions
    • M54 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Labor Management

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