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The progression in employer branding and employee-based brand equity: Scholar API-based systematic literature review

100%
Krywalski Santiago J.
Journal of Economics and Management
|
2023
|
vol. 45
237-289
EN
Aim/purpose - This paper systematically reviews the literature of employer branding (EB) and employee-based brand equity (EBBE) using the Application Programming Interface (API) provided by Google Scholar. While combining EB and EBBE this paper considers both the perspective of current, as well as potential employees and provides a systematization of knowledge related to organizational attractiveness and the impact of employees on the organizational brand. Design/methodology/approach - This study reviews the progresses in employer branding since 2009 to 2022, therefore ranging from the time that the concept of employee-based brand equity was proposed by King and Grace (2009). A four-stage process empowered by was used to review the existing literature: 1) to identify the current tendencies Google Trends search was applied; 2) to search the databases and to identify the most active contributors (publishers and authors) the scholar API was used; 3) PRISMA-S checklist was applied to ensure the rigorousness of systematic literature review; 4) to expose the interdependence of the concepts a bibliometric analysis was conducted using VOSviewer 1.6.18 software; 5) finally this study proposes a comprehensive framework of employer branding. Findings - The research on employer branding has grown substantially in the past decades and various conceptual and empirical studies have advanced the knowledge of both employer and internal branding. Still, the progression in the literature is narrow due to complexity of the field. This study identifies the main dimensions of employer branding and offers a comprehensive framework to systematize the current state of art. Research implications/limitations - The multidisciplinary nature of employer branding has led to a dispersed understanding of constructs and applications in the academic studies. This study focuses on the marketing/branding perspective and does not consider the studies grounded purely in human resource management. Originality/value/contribution - This study increases our understanding of the current literature and new research trends in employer branding and employee-based brand equity. Additionally, it explains the link between EB and EBBE. While applying the recently developed scholar API and artificial intelligence empowered software to conduct the systematic review, this study creates a procedure that can be used by researchers in an array of fields.
2

Kształtowanie marki i wizerunku pracodawcy w wirtualnych sieciach społecznych

88%
Kantowicz–Gdańska M.
Zarządzanie Zasobami Ludzkimi
|
2012
|
issue 1(84)
63-82
EN
The influence of the social media phenomenon on organizational functioning (including human resource management) is increasing. One of the key issues in the new media environment is a dynamic development of virtual social networks. This article explores the subject of employer branding in the context of on–line networking. Employer branding activities on social networking websites seem to be at a very experimental stage at this moment. For this reason the article focuses on reviewing and verifying existing rules of employer branding in virtual networks. Rules that can be found in marketing and HR literature are described. Whether these theoretical rules are present in organizational practice (one social networking website—Facebook—is considered) is then verified. The result of this analysis is a set of directions that can serve as a base for further research and best practice development in the field of employer branding on social networking websites.
3
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Identyfikacja stylów zarządzania w aspekcie kreowania reputacji przedsiębiorstwa jako pracodawcy

63%
Szwajca D.
Organizacja i Zarządzanie : kwartalnik naukowy
|
2014
|
vol. nr 2
99--112
EN
Corporate reputation is the opinion of external and internal stakeholders about the company. Each group evaluates the company through a prism of their own needs and axpectations. Workers evaluate the firm as an employer, in terms of pay and working conditions. Building a positive reputation in the environment is not possible without good opinion of internal stakeholders. Therefore, care must be taken to obtain trust and positive opinion of own employees. A very important instrument for impact in this area is the management style used by managers. In this paper there is an identification made of management style in terms of its impact on corporate reputation as an employer on the basis of the results of research in a selected manufacturing enterprise.
PL
Reputacja przedsiębiorstwa to opinia, jaką mają o nim interesariusze zewnętrzni oraz wewnętrzni. Każda z tych grup ocenia firmę przez pryzmat własnych potrzeb i oczekiwań. Pracownicy oceniają firmę jako pracodawcę, z punktu widzenia warunków pracy i płacy. Zbudowanie pozytywnej reputacji w otoczeniu nie jest możliwe bez dobrej opinii wewnętrznych interesariuszy. W związku z tym należy dbać o pozyskanie zaufania i pozytywnej opinii własnych pracowników. Niezwykle istotnym instrumentem oddziaływania w tym zakresie jest stosowany przez kierowników styl zarządzania. Celem artykułu jest identyfikacja stylu zarządzania z punktu widzenia jego wpływu na reputację przedsiębiorstwa jako pracodawcy na podstawie wyników badań w wybranej firmie produkcyjnej.
4
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Kształtowanie wizerunku pracodawcy w Internecie

51%
Bednarska-Olejniczak D.
Handel Wewnętrzny
|
2017
|
issue 5 (370)
44-52
PL
W artykule poruszono problematykę świadomego realizowania celów wizerunkowych przez pracodawców w środowisku Internetu. Celem artykułu jest wskazanie i charakterystyka działań z zakresu kształtowania wizerunku i budowania marki pracodawcy w Internecie, zwłaszcza w segmencie odbiorców najaktywniej korzystających z tego medium (pokolenia Y). W pracy wykorzystane zostały badania typu desk research, obejmujące analizę wyników dotychczas opublikowanych badań dotyczących kształtowania wizerunku pracodawcy, analizę charakterystyk generacji Y oraz analizę działań z zakresu kształtowania wizerunku i zewnętrznego employer brandingu podejmowanych przez pracodawców w obszarze Internetu, z uwzględnieniem prezentacji studiów przypadków stanowiących przykłady dobrych praktyk w badanym zakresie.
EN
This article deals with issues of knowingly realising the image goals of employers in the Internet environment. The main aim of the presented paper is to point and characterise activities from creating the image of employer and employer branding areas that are undertaken on Internet, especially in the segment of the most active recipients of this medium (Y generation). Desk research was used to analyse the results of previously published studies on the employer’s image, an analysis of the generation Y characteristics as well as an analysis of creating the image and external employer branding activities undertaken by businesses in the Internet area, including case studies examples of good practices in the surveyed area.
RU
В статье затронули проблематику сознательного осуществления целей, связанных с имиджем, работодателями в интернет-среде. Цель статьи – указать и дать характеристику действий в области формирования имиджа и построения марки рабодателя в интернете, особенно в сегменте пользователей, наиболее активно использующих это средство (поколением Y). В работе использовали исследования типа desk research, охватывающие анализ результатов до сих пор опубликованных исследований, касающихся формирования имиджа работодателя, анализ характеристик поколения Y, а также анализ действий в области формирования имиджа и внешнего брендинга работодателя, предпринимаемых работодателями в области интернета, с учетом презентации анализов конкретных случаев, представляющих собой примеры хорошей практики в изучаемой сфере.
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