Employer Branding Research Methodology
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Definitions Employer Branding
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1. CLC (2006):
- Model for Attraction & Retention
- Instrumental framework
2. Lievens & Highhouse (2003); Lievens (2007):
Instrumental – Symbolic framework
3. Bakhous & Tikoo (2004):
Marketing influences on Employer Branding
4. Aaker (1997); Davies (2008):
Symbolic framework
A few scientific roots of employer brand research…
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Talent Attraction‘the new way’
The big difference between Talent Attraction ‘the old way’ and
the Brand-based ‘new way’ is the introduction of…
RESEARCH !!!
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“Employer Branding Employee and Market Research
will become absolutely essential”.
Dr. Shirley Jenner, Manchester Metropolitan University, 2009
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Employer BrandingResearch Overview:
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• 5 Instrumental dimensions• 6 Symbolic dimensions
• 3 External indexes• 3 Internal indexes
Understanding:
• Profile of Organization
• Stakeholder Differences
Understanding level of:
• Attractiveness
• External/Internal match
Matrix 1, see p. 16 Matrix 2, see p. 17
5 Instrumental dimensions
(40 subdimensions)
6 Symbolic dimensions
(14 subdimensions)
The instrumental-symbolic framework:the research dimensions
• Work• People
• Compensation• Opportunity• Organization
• Pleasant• Prestige• Rough
• Entrepreneurial• Professional
• Simple
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EmployerBrand
Attributes
1. Attractivity-
Index
• Increases the volume of the available candidate-pool
• Establishes a better match between candidates & organization
Attractivity
2. Reputation-
Index
3. Application-
Index
4. Engagement-
Index
• Improves the incremental effort of existing employees
• Improves retention of existing employees
Engagement
5. Recommendation-
Index
6. Departure intention-
Index
3 externalindexes
Example of Internal-ExternalResearch Indexes
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3 internalindexes
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Example of Research Summary Matrix 1:
Understanding Organization Profile vs. Stakeholder Differences
Understanding Stakeholder Differences
Un
der
stan
din
gP
rofi
le o
f O
rgan
izat
ion
Example of Research Summary Matrix 2:
Understanding Level of Attractiveness vs. Level of Internal/External Match
Unattractive Attractive
Internal/External Match
Internal/External Mismatch
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Contact
More info about the research methodology:[email protected]
www.inostix.com
www.linkedin.com/in/luksmeyers
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Thanks!
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