Employer branding. Między wartościami, relacjami i doświadczeniami w zarządzaniu marką oraz zarządzaniu zasobami ludzkimi
Employer branding: A perspective on values, relationships, and experiences in brand management and human resource management

Author(s): Katarzyna Wojtaszczyk
Subject(s): Economy, Business Economy / Management, Business Ethics
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: employer branding; brand management; human resource management; values; relationships; experiences
Summary/Abstract: This monograph seeks to explore the multifaceted aspects of employer branding and provide a conceptual framework for understanding this concept. The content of the book integrates various viewpoints on employer branding, aligns these perspectives with a unified theoretical model, and illustrates the intricate nature of employer branding. The book examines employer branding from four distinct perspectives. To begin with, the first dimension is shaped by value theory, relationship theory, and experience theory, all of which have played a substantial role in contemporary management studies. The second dimension focuses on an organisation's marketing function, particularly the principles of brand management. The third dimension highlights the role of human resource management (HRM) in employer branding, emphasising the personnel function, and involving key HRM stakeholders: prospective, current, and former employees. Lastly, the fourth dimension encompasses the management functions, defined as planning, organising, leading, and controlling. The monograph is theoretical in nature and was developed based on an interdisciplinary, narrative literature review. Based on the analyses, it was determined that employer branding is a dual-function concept related to the HRM and marketing functions. Furthermore, it was proposed that employer branding should be seen as the process of co-creating employer brand value by an organisation and its internal and external stakeholders, which is achieved through the use of human resources and brand management tools to foster relationships that generate benefits and experiences for the stakeholders involved.

• Details
• Contents