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Design of an Employer Branding Model

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Computational and Decision Methods in Economics and Business (REDCID 2019)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 388))

Abstract

The objective of this research is the design of an Employer Branding (EB) model as a tool that facilitates the attraction and retention of talent.

To this end, the model configuration elements are identified from literature, based on the 4 Ps described by McCarthy [45], thus developing a new model, the EB Mix. From this, we establish what the Product offered by the company as an employer is, the Price to be paid by the employee to obtain it, how it is made accessible or distributed (Place), and how this product is promoted among its target audience. It is, therefore, to define the elements that the EB unites, in order to propose a model for the implementation of the EB strategy in organizations. The theoretical model developed has been validated from the inter-rater adjustment. The questionnaire was administered to 30 experts from the field of organizational management who assessed the relevance (from a 5-point Likert scale) and the order of importance of each of the 4 Ps components. An Aiken V > 0.6 and a 90% confidence interval were used as criteria. The order of importance of each dimension was established using the range analysis method. The results show a high level of agreement of the experts in the nominal definition of all the components, the “Product” is considered the most important to establish an EB policy in an organization.

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Authors and Affiliations

  1. University of Barcelona, 08007, Barcelona, Spain

    Mª Luisa Rayón, Marina Romeo, Montserrat Yepes-Baldó & Sefa Boria-Reverter

Authors
  1. Mª Luisa Rayón
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  2. Marina Romeo
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  3. Montserrat Yepes-Baldó
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  4. Sefa Boria-Reverter
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Correspondence to Mª Luisa Rayón .

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Editors and Affiliations

  1. Department of Business Administration, University of Barcelona, Barcelona, Spain

    Anna Maria Gil-Lafuente

  2. Department of Business Administration, University of Barcelona, Barcelona, Spain

    Josefa Boria

  3. Department of Business Administration, University of Barcelona, Barcelona, Spain

    Agustín Torres

  4. School of Information, Systems and Modelling, University of Technology, Sydney, NSW, Australia

    José M. Merigó

  5. Systems Research Institute, Polish Academy of Sciences, Warsaw, Poland

    Janusz Kacprzyk

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Rayón, M.L., Romeo, M., Yepes-Baldó, M., Boria-Reverter, S. (2022). Design of an Employer Branding Model. In: Gil-Lafuente, A.M., Boria, J., Torres, A., Merigó, J.M., Kacprzyk, J. (eds) Computational and Decision Methods in Economics and Business. REDCID 2019. Lecture Notes in Networks and Systems, vol 388. Springer, Cham. https://doi.org/10.1007/978-3-030-93787-4_4

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