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

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Workforce Development

Abstract

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.

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Author information

Authors and Affiliations

  1. Business School, Southern Cross University, Coolangatta, Queensland, Australia

    Asso. Prof. Michelle Wallace & Neroli Sheldon

  2. Business School, Queensland University of Technology, Brisbane, Australia

    Dr. Ian Lings

  3. School of Business and Law, Central Queensland University, Gladstone, Queensland, Australia

    Dr. Roslyn Cameron

Authors
  1. Asso. Prof. Michelle Wallace
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  2. Dr. Ian Lings
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  3. Dr. Roslyn Cameron
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  4. Neroli Sheldon
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Corresponding author

Correspondence to Michelle Wallace .

Editor information

Editors and Affiliations

  1. Education, Equity and Work Research Group,University of South Australia, Mawson Lakes, Australia

    Roger Harris

  2. Education, Equity and Work Research Group, University of South Australia, Mawson Lakes, Australia

    Tom Short

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Wallace, M., Lings, I., Cameron, R., Sheldon, N. (2014). Attracting and Retaining Staff: The Role of Branding and Industry Image. In: Harris, R., Short, T. (eds) Workforce Development. Springer, Singapore. https://doi.org/10.1007/978-981-4560-58-0_2

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