Much Ado About Little: A Critical Review of the Employer Branding Concept

IF 7.6 0 MANAGEMENT Management Revue Pub Date : 2020-01-01 DOI:10.5771/0935-9915-2020-1-1
T. Behrends, Maren Baur, Larissa Zierke
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引用次数: 4

Abstract

Within the past ten to fifteen years the concept of Employer Branding (EB) has established itself as a widely known and highly regarded concept especially among Human Resource Management practitioners. In many organizations the development, implementation and communication of a distinctive and unique employer brand is meanwhile considered an important building block for gaining a competitive advantage in the so called “war for talent”. The paper at hand aims at critically exploring the conceptual foundations of employer branding by reviewing an extensive body of EB-literature consisting of standard references, scientific journal articles, textbooks as well as practitioner-oriented literature. This review reveals several general weaknesses, discrepancies and “blind spots” which cannot simply be attributed to some few single publications but rather call for a skeptical look upon the whole concept of employer branding itself. In conclusion the authors assert that the employer branding concept widely lacks innovative novelty as well as content-related persuasiveness. It should therefore be regarded as neither more nor less than a contemporary remake of what is and has for quite some time been well known as “Internal Marketing” or “HR Marketing”.
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小题大做:对雇主品牌概念的批判性回顾
在过去的十到十五年中,雇主品牌(EB)的概念已经成为一个广为人知和高度重视的概念,特别是在人力资源管理从业者中。在许多组织中,一个独特的雇主品牌的发展、实施和传播被认为是在所谓的“人才争夺战”中获得竞争优势的重要组成部分。这篇论文旨在通过回顾大量的eb -文献,包括标准参考文献、科学期刊文章、教科书以及面向从业者的文献,批判性地探索雇主品牌的概念基础。这一审查揭示了几个普遍的弱点、差异和“盲点”,不能简单地归因于一些单一的出版物,而是要求对雇主品牌本身的整个概念持怀疑态度。总之,作者断言雇主品牌概念普遍缺乏创新的新颖性以及与内容相关的说服力。因此,它应该被看作是对“内部营销”或“人力资源营销”的当代翻拍,并且在相当长一段时间内一直被人们所熟知。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Management Revue
Management Revue MANAGEMENT-
CiteScore
1.20
自引率
0.00%
发文量
7
期刊介绍: Management Revue - Socio-Economic Studies is an interdisciplinary European journal that undergoes peer review. It publishes qualitative and quantitative work, along with purely theoretical papers, contributing to the study of management, organization, and industrial relations. The journal welcomes contributions from various disciplines, including business and public administration, organizational behavior, economics, sociology, and psychology. Regular features include reviews of books relevant to management and organization studies. Special issues provide a unique perspective on specific research fields. Organized by selected guest editors, each special issue includes at least two overview articles from leaders in the field, along with at least three new empirical papers and up to ten book reviews related to the topic. The journal aims to offer in-depth insights into selected research topics, presenting potentially controversial perspectives, new theoretical insights, valuable empirical analysis, and brief reviews of key publications. Its objective is to establish Management Revue - Socio-Economic Studies as a top-quality symposium journal for the international academic community.
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