Employer Branding: Sustainable HRM as a Competitive Advantage in the Market for High-Quality Employees

Stefanie App, Janina Merk and Marion Buettgen

management revue. Socio-economic Studies, 2012, vol. 23, issue 3, 262-278

Abstract: This conceptual article examines how Sustainable Human Resource Management (Sustainable HRM) can help establishing an attractive employer brand that can address the different needs and expectations of potential and existing employees, without compromising a consistent employer image, which can result in a sustained competitive advantage. Sustainable HRM should help firms attract and retain high-quality employees, because by integrating Sustainable HRM practices into the employee value proposition, they establish a unique, attractive employer brand. An extended employee life cycle concept depicts how the employer brand promise can be delivered to address the different needs and expectations of potential and existing employees.

Keywords: sustained competitive advantage; Sustainable HRM; employer branding; employee life cycle (search for similar items in EconPapers)
JEL-codes: J20 J21 M12 M14 M51 M54 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (24)

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