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Employer Branding as a Central Construct for a Company's Strategic Success

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abstract resources. Previous research demonstrates its importance, but up to now no research has been done yet to linking this concept to financial outcomes, or competitive advantage. Adapting the well-established customer value (CV) concept, we consider employees as customers to conceptualize EB dimensions and to empirically investigate the relationship between EB, the Service Profit Chain (SPC), and Internal Branding (IB), constructs
determining a company’s success and possibly generating a competitive advantage. As a result, an EB model that constitutes of five dimensions is established and verified across genders. The analysis employs a quantitative survey that encompassed 2,189 employees of an insurance company. The results indicate a positive impact of EB dimensions on
employees’ satisfaction and on identification.
   
type conference paper (English)
   
keywords Employer Branding; HRM
   
name of conference SMS 30th Annual International Conference (Rom)
date of conference 15-9-2010
title of proceedings Strategic Management at the Crossroads
publisher SMS Strategic Management Society (Chicago)
review double-blind review
   
citation Schlager, T., Bodderas, M., Maas, P., & Cachelin, J. L. (2010). Employer Branding as a Central Construct for a Company's Strategic Success. In Strategic Management at the Crossroads. Chicago: SMS Strategic Management Society.