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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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    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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