Employer Branding: A Literature Survey

  • Shabanabi.P
  • Dr. Geeta Kesavaraj
Keywords: Employer, Branding, Employee, Retention, Attracting, Culture


The working environment, now-a-days is becoming increasingly competitive. To reach that competition, Employer Branding is fast emerging as a long term human resource strategy to attract and retain talented work force. The purpose of this research paper is to make a conceptual Literature of review. Our most definitive finding concerns the impact of Employer Branding .Which can be firmly linked to Brand.


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Aaker, D.A. (1991). Managing brand equity. New York: Free Press.

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Alvesson, M. (2013). Understanding organizational culture. (2nd ed.). London: Sage.

Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185-206.

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Sutherland, M.M., Tprricelli, D.G., & Karg, R.F. (2002). Employer–of-choice branding for knowledge workers. South African Journal of Business Management, 33(4), 13-20.

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Gilani, H. (2011). Exploring the determinants of retail employer branding. Journal of Marketing at Retail, 1(1), 30-42.

Gilani, H., & Jamshed, S. (2016). An exploratory study on the impact of recruitment process outsourcing on employer branding of an organization. Strategic Outsourcing, 9(3), 303-323.

Gilliver, S. (2009). Badenoch & clark guide. Employer Branding Essentials, 4(3), 35-50.

Robert, P.W. & Dowling, G.R.(2002). Corporate reputation and sustained superior financial performance. Strategic Management Journal, 23, 1077-1093.

Turban, D.B. & Cable, D.M. (2003). Firm reputation and applicant pool characteristics. Journal of Organsational Behaviour, 24, 733-751.

Kapferer, J.N. (1992). Strategic brand management. New York: Free Press – London: Kogan Page.

C.R. Kothari. (2009). Research methodology. (2nd ed.). New Delhi: New Age Publications.

http://universumglobal.com/2012/06/why-employer-branding-matters–updated /.



How to Cite
Shabanabi.P, & Dr. Geeta Kesavaraj. (2019). Employer Branding: A Literature Survey. International Journal of Engineering and Management Research, 9(2), 141-146. https://doi.org/10.31033/ijemr.9.2.18