Employer branding and shaping employees for long term commitment

Abstract

This thesis discusses about employer branding, the nuanced intricacies of competitive advantage and the psychological nature of employee’s actions. Various research and literature have been utilized by employers to assess their branding strategy in an attempt to leave a strong market presence in the job market. Whether the objectives beneath branding strategy are apparent or inapparent, employers strive to be employer of choice.

Competitive advantage is a combination of branding strategy and employee performance. Therefore, to ensure a strong market presence, employers are subjected to social and employee objectives. These social objectives are meant to attain reputation and public relations all the while employee objectives are to attain talent retention and attraction.

The significance of objectives lies in what they represent. Social objectives embody the employer’s ideology, belief and intention and employee objectives job satisfaction. However, before anything else, an employee has to resonate with the employer’s ideology and the goals it aims to achieve. Therefore, talent retention and attraction are more than just alignment of goals but also a devotion for a common cause.

However, self-interest is always present in any objective-driven situations. The self-interest of any employer manifests in the form of brand image and the self-interest of any employee lies in the form of benefits and opportunities. For this reason, aside from resonating with the employers’ goals, employer influence employee performance through tailored benefits and opportunities.