Attracting and Retaining Staff: The Role of Branding and Industry Image

  • Michelle WallaceEmail author
  • Ian Lings
  • Roslyn Cameron
  • Neroli Sheldon


In increasingly competitive labour markets, attracting and retaining talent has become a prime concern of organisations. Employers need to understand the range of factors that influence career decision making and the role of employer branding in attracting human capital that best fits and contributes to the strategic aims of an organisation. This chapter identifies the changing factors that attract people to certain employment and industries and discusses the importance of aligning employer branding with employee branding to create a strong, genuine and lasting employer brand. Whilst organisations have long used marketing and branding practices to engender loyalty in customers, they are increasingly expanding this activity to differentiate organisations and make them attractive from an employee perspective. This chapter discusses employer branding and industry image as two important components of attraction strategies and describes ways companies can maximise their brand awareness in the employment market to both current and future employees.


Brand Equity Psychological Contract Brand Image Potential Employee Corporate Brand 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Science+Business Media Singapore 2014

Authors and Affiliations

  • Michelle Wallace
    • 1
    Email author
  • Ian Lings
    • 2
  • Roslyn Cameron
    • 3
  • Neroli Sheldon
    • 1
  1. 1.Business SchoolSouthern Cross UniversityCoolangattaAustralia
  2. 2.Business SchoolQueensland University of TechnologyBrisbaneAustralia
  3. 3.School of Business and LawCentral Queensland UniversityGladstoneAustralia

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