Workforce Development

pp 19-36


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

  • Michelle WallaceAffiliated withBusiness School, Southern Cross University Email author 
  • , Ian LingsAffiliated withBusiness School, Queensland University of Technology
  • , Roslyn CameronAffiliated withSchool of Business and Law, Central Queensland University
  • , Neroli SheldonAffiliated withBusiness School, Southern Cross University

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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.