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Attracting and Retaining Staff: The Role of Branding and Industry Image

In: Workforce Development

Author

Listed:
  • Michelle Wallace

    (Southern Cross University)

  • Ian Lings

    (Queensland University of Technology)

  • Roslyn Cameron

    (Central Queensland University)

  • Neroli Sheldon

    (Southern Cross University)

Abstract

In increasingly competitive labour markets, attracting and retaining talent has become a prime concern of organisations. Employers need to understand the range of factors that influence career decision making and the role of employer branding in attracting human capital that best fits and contributes to the strategic aims of an organisation. This chapter identifies the changing factors that attract people to certain employment and industries and discusses the importance of aligning employer branding with employee branding to create a strong, genuine and lasting employer brand. Whilst organisations have long used marketing and branding practices to engender loyalty in customers, they are increasingly expanding this activity to differentiate organisations and make them attractive from an employee perspective. This chapter discusses employer branding and industry image as two important components of attraction strategies and describes ways companies can maximise their brand awareness in the employment market to both current and future employees.

Suggested Citation

  • Michelle Wallace & Ian Lings & Roslyn Cameron & Neroli Sheldon, 2014. "Attracting and Retaining Staff: The Role of Branding and Industry Image," Springer Books, in: Roger Harris & Tom Short (ed.), Workforce Development, edition 127, chapter 2, pages 19-36, Springer.
    • Handle: RePEc:spr:sprchp:978-981-4560-58-0_2
    DOI: 10.1007/978-981-4560-58-0_2
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    Citations

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    Cited by:

    1. Robinson, Richard N.S. & Baum, Tom & Golubovskaya, Maria & Solnet, David J. & Callan, Victor, 2019. "Applying endosymbiosis theory: Tourism and its young workers," Annals of Tourism Research, Elsevier, vol. 78(C), pages 1-1.
    2. King, Ceridwyn & Madera, Juan M. & Lee, Lindsey & Murillo, Enrique & Baum, Tom & Solnet, David, 2021. "Reimagining attraction and retention of hospitality management talent– A multilevel identity perspective," Journal of Business Research, Elsevier, vol. 136(C), pages 251-262.
    3. Baruk Agnieszka Izabela & Goliszek Anna, 2017. "External Image of a University Playing the Role of an Employer and the Gender of Potential Young Employees," Marketing of Scientific and Research Organizations, Sciendo, vol. 25(3), pages 1-17, September.
    4. Domen Bajde, 2019. "Branding an industry?," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 497-504, September.
    5. Geeta Rana & Ravindra Sharma, 2019. "Assessing Impact of Employer Branding on Job Engagement: A Study of Banking Sector," Emerging Economy Studies, International Management Institute, vol. 5(1), pages 7-21, May.

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