Abstract
Academic staff members play a pivotal role in the success of higher education (HE) institutions;
therefore, it is essential to cultivate an employment brand that strongly appeals to them. This
research explored perceptions of what constitutes an academic employer of choice, focusing
on employment branding at a South African HE institution. Although considerable research
has been conducted on employment branding, limited attention has been given to the HE
sector. A qualitative case study approach using purposive sampling was adopted, and data
were collected through 14 one-on-one interviews. The researcher used a self-developed
interview guide with the institution’s management, and thematic analysis was applied to
interpret the data, producing a narrative of the findings. By applying signalling theory (which
denotes information reconciliation between two parties), the research enabled institutional
management to critically assess their employment offerings and how they are communicated
to both prospective and existing employees. The subthemes that emerged from the overarching
theme of employment branding included remuneration and benefits, deliberate management
support, professional and personal development, work-life balance, and a sense of fulfilment
and purpose. These subthemes represented the elements participants deemed imperative to
ensuring an attractive employment brand. Human resource practitioners and HE management
are encouraged to reconsider the important determinants of attracting and retaining talent.