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An exploratory study of employer branding and its role in addressing the integration-responsiveness problem in multinationals: a signaling theory perspective
Taj, Saud Al (2014) An exploratory study of employer branding and its role in addressing the integration-responsiveness problem in multinationals: a signaling theory perspective. PhD thesis, University of Glasgow.
The concept of employer branding has recently gained prominence due to its involvement in talent management, reputation and the engagement agendas of organizations. This has been the result of emerging factors in the global economy, including rapid globalization, a growing skills gap (ageing population and baby boomers), global recession, intense global competition, skills shortages and the resulting talent wars. It is also believed that employer branding is an important ‘tool in the box’ for addressing the dual International Strategic Human Resource Management (ISHRM) problems of global integration and local responsiveness in complex organizations that operate globally but have to simultaneously respond to local needs.
However, it is argued that employer branding’s ability to deal with the integration-responsiveness problem depends upon its authenticity; the reflection of the authentic voice of local employees in the employer brands through involving them in strategizing. In this thesis, I draw on signaling theory to help understand these problems and the limitations of current employer branding research, which has to date focused on signals transmitted from employers in the corporate headquarters to employees in the local subsidiaries (mainly top management level) but has significantly ignored the voice of employees at the local level by ignoring the ‘counter-signals’ flowing back from local employees. This provides a significant gap in the extant literature on employer branding, which I attempt to fill. In doing so, my study contributes to signaling theory in three directions: by examining how negative signals impact the signaling environment; how feedback-seeking behaviour improves the signaling process; and how signal precedence impacts receiver’s interpretation. Exploring these gaps shall help in developing new insights in signaling theory research. Since most of the employer branding literature has been developed in the West, it is relatively context-bound. Much has been written about employer branding in the SHRM literature but there is little empirical evidence concerning its relevance to global companies for dealing with the integration-responsiveness problem or its need and importance for the under-developed economies, outside of the Anglo-Saxon world. This also leaves an important gap that this study seeks to fill. To do this, the study explores the influences of different context levels upon employer branding change programs in the context of Pakistani economy, which is currently passing through its developing phase. Therefore, conducting this study in the Pakistani context has aided in examining the issue from the perspective of a developing country, which has been stressed by scholars of Strategic and International HRM as a gap that needs to be filled. In this way, the study has made several important contributions at both, theoretical and contextual levels.
A case study research design was adopted comprising of qualitative semi-structured and focus group interviews and analysis of relevant company documents. These were conducted in subsidiaries of three foreign multinationals with senior managers and employees at different hierarchical levels in order to gain rich insight into the application and practice of employer branding and to explore its potential role in addressing the integration-responsiveness problem. The signaling process within each firm was also deeply examined in order to further explore the significance of signaling theory in employer branding research.
My findings have significant implications for theory and practice of employer branding. They suggest that ‘authentic’ employer brands that respond to the local needs can play a crucial role in addressing the integration-responsiveness problem through adopting strategy-as-practice approach. It was also revealed that the success of this process largely depends upon the influences of different contextual factors and the efficiency and effectiveness of the signaling process; the more effective and efficient the signaling process is, the more authentic is the resulting employer brand. The study also finds that there is little possibility of designing a ‘one size fits all’ approach to employer branding, which is able to address the integration-responsiveness problem. Multinationals operate in different environments possessing their own unique characteristics and fundamental differences from others. Thus, as in most studies, context matters, and in a Muslim country such as Pakistan, context matters more due to factors such as strict religion and unique culture, which is not widely prevalent in the Western developed economies.
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A thesis submitted for the degree of Master of Science (MSc) in Management December 2020 Thessaloniki - Greece . ... well as some suggestions for further research. Keywords: Employer Branding, Human Resources Management, Competitive Advantage, Attracting, Recruiting, Retaining Ioannis Mousios
attraction, and loyalty can all be linked back to the employer brand. Allen, Bryant and Vardaman (2010) support the model by recognising that employer. branding increases employee morale and ...
2.5 The Future of Employer Branding 13 3 RESEARCH DESIGN AND METHODOLODY 16 3.1 Research purpose and area 16 3.2 Research methodology and philosophy 17 ... The M&A had been ongoing before and during the research for this thesis took place. The parent organisation called GATTACA was born in the summer 2016,
Title of the Thesis: Employer Branding: Model for Employer Branding Practices in a Multinational Technology Company Degree: Master of Science in Economics & Business Administration ... Framework: This research combines employer branding literature and strategy-as-practice (SAP) as theoretical lens by incorporating a five-step employer process ...
In this thesis, I draw on signaling theory to help understand these problems and the limitations of current employer branding research, which has to date focused on signals transmitted from employers in the corporate headquarters to employees in the local subsidiaries (mainly top management level) but has significantly ignored the voice of ...
Master Thesis, 15 credits, for the degree of Master of Science in Business Administration: International Business and Marketing Spring 2019 Impact of Employer Branding on Employee Commitment and Satisfaction Moderated by Generation X and Y Michelle Kaiser & Albulena Regjepaj
Abstract. In the last two and half decades, employer branding as a discipline has grown significantly in terms of literature, events and awards. Also, according to various surveys and reports, employer branding has consistently appeared as one of the top human resource/talent trends in the last 5 years. The relationship between employer and ...
In this master's thesis, both corporate branding and employer branding will be discussed in order to create a better understanding of how corporate brand influences employer ... employer brand. 1.2 Aim and research questions This research aims to examine which corporate brand attributes make a company attrac-
Employer Branding: A Brand Equity-based Literature Review and Research Agenda. Christian P. Theurer, Andranik Tumasjan, Isabell M. Welpe1 and Filip Lievens2. Technische Universit ̈at M ̈unchen ...
Employer branding has fascinated human resources (HR) managers and establishments over the last two decades. ... In Buckley M. R., Wheeler A. R., Baur J. E., & Halbesleben J. R. B. (Eds.), Research in personnel and human resources management. Emerald Publishing Ltd. Crossref. Google Scholar. Dögl C., & Holtbrügge D. (2014). Corporate ...
Most studies are dedicated to the examination of employer branding as a talent attraction technique among potential employees. However, the present research examines the impact of employer branding on retention of existing workforce. The research develops a conceptual framework of antecedents and outcomes of employer branding.
communications will be the focus of this thesis. Companies in a country such as the Netherlands, with a highly international and diverse workforce (Nuffic, 2018), can ... Empirical research has named employer branding one of the best ways companies can improve organisational attractiveness and so appeal to job seekers
2.1 Employer branding - a definition Employer branding can be described as an integral part of the staffing process within organizations. Through creating a strong employer brand, organizations try to influence the job choices of potential talented and competent applicants (Ployhart, 2006). It is a critical and helpful tool for acquisition,
The key theoretical foundations of this thesis are based on the theories of Employer Brand Equity, Employer Brand Knowledge framework, the Instrumental - Symbolic framework, ... also acknowledged to provide recommendations for future research. 1 Keywords: Employer Branding, Employer Knowledge, Gen Z, Recruitment, Job seeking behavior . 3
This research provides further clarification to the age-old quest to better understand the happy/productive worker thesis. Using data from 109 managers employed by a large (over 5000 employees ...
2016; Itam et al., 2020). Thus, an attractive employer branding helps organisations in the war for talent (Charbonnier‐Voirin et al., 2016). The field and phenomenon of employer branding is vastly studied with research presenting different focuses and takes. In most studies employer branding is presented as a
Title of the thesis Building a Responsible Employer Brand - A Single Case Study of a Finnish Real Estate Investment Company ... literature combining CSR and employer branding research to understand the branding perspective of employee engagement in firms committed to CSR. (Carlini at al. 2019). Kashikar-Rao (2014, 189) indeed state that there ...
Master's thesis Subject: Marketing Author: Ella Ahokas Title: Employer branding dimensions - A case study of how brands communicate their unique offering as an employer on social media Supervisor: D.Sc. Rami Olkkonen Number of pages: 99 pages Date: 8.12.2022 This research discusses the theme of employer branding and how its dimensions manifest
The Influence of Employer Branding on Employee Performance November 22nd, 2014 In order to understand if and how employer branding influences employees' work behaviours and enhances employees' ability to contribute to organizational productivity, effectiveness, and competitiveness, one needs to examine its functionality and capacities
The aim of this thesis is to answer the following research questions: 1. What is Employer Branding? 2. Why a company should develop its Employer Brand in order to attract ... Giving only one definition in this thesis is hard because Employer Branding is not that easy to define and each author gives important notions to remember. These ...
employer branding and medium-sized enterprises have been introduced and discussed from various perspectives. Followed by a literature review, the theoretical framework presents the significance of the research question and drafts hypotheses. In the research methodology, the research design and sample size will be specified along with provided
This thesis is explaining what employer branding means and why it is important. Due to the nature of business, this thesis provides on concrete examples of how and why companies ... internal employer brand research annually (Activoice) and I will use the materi-als of Activoice 2014. The company asked me to study for the external brand
The 2013-2014 recruiting analysis made by Ballisager, one of the largest recruiting agencies in Denmark, shows an increase from 3% in 2011 to 23% in 2013 in the use of LinkedIn as a recruitment tool among the Danish companies, while 12% of the companies also post available jobs on Facebook. 4. Research design.