2021-09-08T10:45:42Z

2021-09-08

Default License

Human resource management

Attracting

Retaining

masterThesis

2021-12-15

free

School of Economics, Business Administration and Legal Studies, MSc in Management

The aim of this research was to examine how people understand the concept of employer branding and through this to finally conclude that employer branding creates a competitive advantage for companies that use it in the process of attracting, recruiting, and retaining employees of high standards. The aim of the research was to be based on perceptions. As many times the perception that exists for something is stronger than the reality. In the world of marketing and branding, the perception that consumers have of a product or a company (in the case of employer branding, the employees) is much more important than the practices followed, as these perceptions are the ones that really lead companies to gain a competitive advantage. For the purpose of the research, apart from the literature study, a questionnaire was used with 210 participants with different professional qualities (students, job candidates, employees, employers, human resources professionals) so that we could examine the issue from the point of view of all stakeholders. The present research differs from those that have been conducted so far on the subject, as it examines the subject on the basis of people's perceptions of it. Concluding that employer branding is a competitive advantage, some suggestions are made on how to integrate it even more convincingly into our lives, as well as some suggestions for further research.

Theriou, Giorgos

IHU