Abstract
Orientation: In an ever shrinking global talent pool organisations use employer brand to
attract and retain talent, however, in the absence of theoretical pointers, many organisations
are losing out on a powerful business tool by not developing or maintaining their employer
brand correctly.
Research purpose: This study explores the current state of knowledge about employer brand
and identifies the various employer brand building blocks which are conceptually integrated
in a predictive model.
Motivation for the study: The need for scientific progress though the accurate representation
of a set of employer brand phenomena and propositions, which can be empirically tested,
motivated this study.
Research design, approach and method: This study was nonempirical in approach and
searched for linkages between theoretical concepts by making use of relevant contextual data.
Theoretical propositions which explain the identified linkages were developed for purpose of
further empirical research.
Main findings: Key findings suggested that employer brand is influenced by target group
needs, a differentiated Employer Value Proposition (EVP), the people strategy, brand
consistency, communication of the employer brand and measurement of Human Resources
(HR) employer branding efforts.
Practical/managerial implications: The predictive model provides corporate leaders and
their human resource functionaries a theoretical pointer relative to employer brand which
could guide more effective talent attraction and retention decisions.
Contribution/value add: This study adds to the small base of research available on
employer brand and contributes to both scientific progress as well as an improved practical
understanding of factors which influence employer brand.