Direkt zum Inhalt

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

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”.

Zitieren

Behrends T, Baur M, Zierke L. Much Ado About Little: A Critical Review of the Employer Branding Concept. In: Baden-Baden: Nomos Verlagsgesellschaft mbH & Co. KG; 2020:1-30, . doi:10.5771/0935-9915-2020-1-1.
Behrends, T., Baur, M., & Zierke, L. (2020). Much Ado About Little: A Critical Review of the Employer Branding Concept. In (S. 1-30, ). Baden-Baden: Nomos Verlagsgesellschaft mbH & Co. KG. http://doi.org/10.5771/0935-9915-2020-1-1
Behrends, Thomas, Maren Baur, und Larissa Zierke. 2020. „Much Ado About Little: A Critical Review Of The Employer Branding Concept“. In , 1-30, . Baden-Baden: Nomos Verlagsgesellschaft mbH & Co. KG. doi:10.5771/0935-9915-2020-1-1.
Behrends, Thomas, Maren Baur, und Larissa Zierke. „Much Ado About Little: A Critical Review Of The Employer Branding Concept“. Baden-Baden: Nomos Verlagsgesellschaft mbH & Co. KG, 2020. 1-30, . 26.04.2022
Behrends, T., u. a. Much Ado About Little: A Critical Review Of The Employer Branding Concept. Nomos Verlagsgesellschaft mbH & Co. KG, 2020, S. 1-30, .

Details

  • Number of Pages

    1-30,
  • Publisher

    Nomos Verlagsgesellschaft mbH & Co. KG
  • City

    Baden-Baden
  • URL

    https://doi.org/10.5771/0935-9915-2020-1-1