A Conceptual Framework of Employer Branding

Purpose – The paper seeks to explore the role of the role of employer branding on both the existing and prospective employees. Design/methodology/approach – The methodology used for the paper is literature review as the paper proposes a conceptual model of employer branding. Findings – Brand Equity and profitability are the two new constructs introduced in the model and Brand performance is associated with employer branding, brand commitment, brand loyalty and brand identification. Further, employee satisfaction leads to commitment and the same leads to profitability of the firm according to the Service Profit Model. Research limitations/implications – The various measures to test the model have been provided, however the same needs to be empirically tested and validated. Practical implications – The model gives an insight on the effects of employer branding on both the existing and potential employees. Managers could use this model to check the efficiency of its employer branding techniques. Originality/value – Prior works in this field focus on either the existing employees or the potential employees but not on both in one model. This paper focuses on significance of employer branding on both the existing and potential employees