Study of Early Recruitment Activities and Employer Brand Knowledge and Its Effect on Organization Attractiveness and Firm Performance

Neerja Kashive and Vandana Tandon Khanna

Global Business Review, 2017, vol. 18, issue 3_suppl, S172-S190

Abstract: This article explores the various dimensions of early recruitment activities (ERAs) such as publicity, sponsorship, word of mouth and advertisement, and its impact on employer brand knowledge (EBK) such as employer familiarity, employer image or job association and employer reputation. It further explores the impact of ERAs and EBK on organization attractiveness (OA) and firm performance (FP). The study shows that advertisement, publicity and word of mouth of ERAs impact all aspects of EBK such as employer familiarity, employer image or job association, and employer reputation. Employer reputation and job association are significant for most organization and does impact OA, while brand awareness and job association impact FP. The prominent sources of employment information were the Internet and networking.

Keywords: Employer branding; early recruitment activities (ERAs); employer brand knowledge (EBK); internal branding; organization attractiveness (OA); firm performance (FP) (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:18:y:2017:i:3_suppl:p:s172-s190

DOI: 10.1177/0972150917693334

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