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Employer Branding Practices Amongst the Most Attractive Employers of IT and Engineering Sector

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  • Lea Gregorka

    (Institute Polytechnic of Porto, Porto, Portugal)

  • Susana Silva

    (School of Hospitality and Tourism - Institute Polytechnic of Porto, Porto, Portugal)

  • Cândida Silva

    (School of Hospitality and Tourism - Institute Polytechnic of Porto, Porto, Portugal)

Abstract

Employer branding is a marketing strategy that helps employers stay competitive in their markets. Although it is a concept used for over 20 years, its process and consequences have not yet been fully scrutinized. This study characterizes the employer branding implementation and the employers' perspective on it. By conducting ten semi-structured, in-depth interviews, the authors examine not only how employer branding practices have been applied, but also the role of human resources management in the process and used employee attraction and retention practices. The results suggest that although the employer branding process is not clearly structured, some stages can be identified as common. For that reason, the authors outline a stage divided framework and analyse each one of the identified stages. Furthermore, practical insights are provided about the company's departments roles and link them to the current state of the art. Finally, the authors suggest future investigation in particular stages of employer branding.

Suggested Citation

  • Lea Gregorka & Susana Silva & Cândida Silva, 2020. "Employer Branding Practices Amongst the Most Attractive Employers of IT and Engineering Sector," International Journal of Human Capital and Information Technology Professionals (IJHCITP), IGI Global, vol. 11(1), pages 1-16, January.
    • Handle: RePEc:igg:jhcitp:v:11:y:2020:i:1:p:1-16
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    Cited by:

    1. Ridhya Goyal & Gurvinder Kaur, 2023. "Identifying the impact of employer branding in the retention of nurses: the mediating role of organizational culture and career development," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-10, December.
    2. Isabel Reis & Maria José Sousa & Andreia Dionísio, 2021. "Employer Branding as a Talent Management Tool: A Systematic Literature Revision," Sustainability, MDPI, vol. 13(19), pages 1-22, September.

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