Abstract:
Employer branding is a relatively new discipline in which the organization creates a unique, positive
and recognizable position as an attractive workplace among present and future employees’ (Seldorf,
2008). According to Seldorf, ‘employer branding can be seen as a melting pot of HR (employer) and
marketing (branding). Like actual product branding, organizations have started to invest employer
branding as employees are the internal customers of the firm. The employer brand builds an image
confirming the organization as a good place to work. Today, an effective employer brand is essential
for competitive advantage. A recent Society for Human Resource Management (SHRM) study on
employer branding revealed that over 67% of organizations view employer branding as a strategic
recruiting tool to gain a competitive advantage to attract top talent, and 49% identified the employer
brand as one of the top five strategic initiatives for their firm in the next year. Currently, the focus of
Employer Branding research is mainly targeted towards recruiting. However, Employer Branding also
entails branding activities to existing employees and former employees
