Description of the project

EBKOM aims at extending and deepening the theoretical and empirical knowledge on employer branding. We offer a supplementary view to predominantly functionalist and behaviourist models of employer branding. Based on an interpretive, relational perspective our empirical research aims at broadening, enriching and elaborating existing concepts of employer branding by exploring different aspects of this management practice. On the one hand we investigate and analyze intra-organizational processes of creating and implementing employer brands. On the other hand we also survey potential and current employees representing qualified and scarce workforce (technology, care/medicine and hospitality) to understand what criteria create employer attractiveness from their perspective. In the intersection of these two ends of employer branding as a communicative interface between employers and (potential) employees we investigate the subjective reception and individual effects of specific employer brands on members of their respective target groups. We also pay particular attention to requirements and options of small and medium-seized businesses in the context of employer branding.

The EBKOM research project seeks to substantially contribute to theoretical and empirical knowledge on employer branding and has the potential to provide a conceptual basis for the strategic orientation of employer branding as communicative interface between employers and (potential) employees.

Aims

  • Empirical research on employer branding that is based on an interpretative, relational theoretical perspective, which allows a complex and dynamic understanding of creating employer brands and their effects
  • Qualitative analyses of processes and practices of creating and implementing employer brands
  • Broader and deeper knowledge about the criteria of employer attractiveness in general and for scarce workforce at the Tyrolean labour market in particular by means of a mixed methods research approach that combines qualitative and quantitative research
  • Empirical evidence on (potential) employees’ perception and interpretation of specific employer brands
  • Theoretical and empirical exploration of employer brands’ potential to serve as communicative interfaces to coordinate claims and needs of employers and (potential) employees
  • Theoretically sound and empirically profound investigation of potentials and restrictions of managing, controlling and coordinating employer brands as a foundation for practical recommendations for organizations.