Creating cultural edge: Strategic employer branding for enhanced organisational agility, resilience and top talent acquisition and retention

Markus Kramer
Additional contact information
Markus Kramer: Managing Partner, Brand Affairs, Switzerland

Journal of Brand Strategy, 2024, vol. 13, issue 3, 219-228

Abstract: The primary argument in this paper is that employer branding, when effectively utilised as a strategic tool to cultivate and reinforce culture, serves as a pivotal mechanism for enhancing organisational agility, resilience and talent engagement. Thorough employer branding is not about the latest TikTok video on the company’s social media feed to attract young talent. Successful employer branding dares to tackle the complex fabric of culture and align it with a company’s vision and brand. Utilising academic insights and first-hand experience, the paper offers a holistic framework for businesses aiming to leverage employer branding to build resilient and adaptive cultures that attract and retain top-tier talent.

Keywords: employer branding; corporate culture; organisational agility; competitive advantage; strategic brand; management; talent acquisition; talent retention; employee engagement (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/8826/download/ (application/pdf)
https://hstalks.com/article/8826/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2024:v:13:i:3:p:219-228

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().