{"title":"Non-metropolitan labour attractiveness: when place branding meets employer branding","authors":"Frédéric Laurin, Annick Parent-Lamarche","doi":"10.1057/s41254-024-00354-5","DOIUrl":null,"url":null,"abstract":"<p>This study highlights the role and importance of job-related factors—including the employers’ attractiveness—for the design of efficient Place branding strategies to attract and retain labour. By using data from a series of surveys, we examine factors that would convince university students to work in non-metropolitan regions. We consider both employer-related and regional attraction factors. Our results emphasise the key role of human resource management (HRM) practices and the Employer brand in attracting future young workers. If each organisation develops a strong Employer brand, then the entire region becomes more attractive. Thus, we argue that such Place branding strategies should primarily focus on highlighting the collective attractiveness of local employers, on job opportunities, and on interesting career paths available in a region.</p>","PeriodicalId":47147,"journal":{"name":"Place Branding and Public Diplomacy","volume":null,"pages":null},"PeriodicalIF":1.9000,"publicationDate":"2024-08-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Place Branding and Public Diplomacy","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1057/s41254-024-00354-5","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0
Abstract
This study highlights the role and importance of job-related factors—including the employers’ attractiveness—for the design of efficient Place branding strategies to attract and retain labour. By using data from a series of surveys, we examine factors that would convince university students to work in non-metropolitan regions. We consider both employer-related and regional attraction factors. Our results emphasise the key role of human resource management (HRM) practices and the Employer brand in attracting future young workers. If each organisation develops a strong Employer brand, then the entire region becomes more attractive. Thus, we argue that such Place branding strategies should primarily focus on highlighting the collective attractiveness of local employers, on job opportunities, and on interesting career paths available in a region.
期刊介绍：
Place Branding and Public Diplomacy?is a pioneering journal and the first to concentrate on this fast-growing field. Its scope and reach is global and culturally unbiased. Its primary objective is to broaden the understanding of the nature purposes and benefits of both place branding and public diplomacy and to demonstrate how place branding and public diplomacy strategies are implemented in practice.Place branding is the practice of applying brand strategy and other techniques and disciplines - some deriving from commercial practice others newly developed - to the economic social political and cultural development of cities regions and countries. Public diplomacy is the process by which an international actor – often but not exclusively a country – conducts foreign policy by engaging a foreign public. Public Diplomacy and Place Branding are not synonyms but their overlaps are sufficient to justify a journal which considers both activities in their own right and at their point of convergence.Both Place Branding and Public Diplomacy are significantly but not exclusively concerned with reputation management.
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