Abstract:
This conceptual article examines how Sustainable Human Resource Management
(Sustainable HRM) can help establishing an attractive employer brand that can address
the different needs and expectations of potential and existing employees, without
compromising a consistent employer image, which can result in a sustained competi tive advantage. Sustainable HRM should help firms attract and retain high-quality em ployees, because by integrating Sustainable HRM practices into the employee value
proposition, they establish a unique, attractive employer brand. An extended employee
life cycle concept depicts how the employer brand promise can be delivered to ad dress the different needs and expectations of potential and existing employees.
