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The Influence of Employer Branding on Employer Attractiveness and Employee Engagement and Retention: Ten Years of Literature

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  • Nasser Fathi Easa

    (Beirut Arab University, Lebanon & Alexandria University, Egypt)

  • Ayman Mahmoud Bazzi

    (Beirut Arab University, Lebanon)

Abstract

This paper aims to review the literature over the past 10 years related to employer branding by shedding light on its role of enhancing employer attractiveness, employee engagement, and retention. The paper offers a better understanding for the literature gap related to the employer branding field. A systematic review of 33 articles published between 2010 and 2019 was conducted in which the reviewed papers were classified depending on electronic databases, namely Emerald, Science Direct, and Business Source Complete. The research findings were analyzed based on two classifications: descriptive and main topic analysis. The majority of the reviewed articles were empirical studies published during the year 2018, revealing the importance of employer branding by creating employer attractiveness, employee engagement, and employee retention, in addition to focusing on employee retention as a main tool for achieving a competitive advantage.

Suggested Citation

  • Nasser Fathi Easa & Ayman Mahmoud Bazzi, 2020. "The Influence of Employer Branding on Employer Attractiveness and Employee Engagement and Retention: Ten Years of Literature," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 11(4), pages 48-69, October.
    • Handle: RePEc:igg:jcrmm0:v:11:y:2020:i:4:p:48-69
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