Competere per i talenti. La prospettiva del marketing

Employer Branding represents a firm’s efforts to promote a clear view of what makes a different and desirable as an employer. In recent years employer branding has gained popularity among practicing managers. Given this managerial interest, this article presents an empirical investigation of corporate brand image and impact on one such stakeholders group made up of prospective employees. In particular, the paper develops and tests a path model of the antecedent factors affecting employer branding and specific expectations that applicants may have of a corporate brand. Based on a thorough literature review, a employer branding model is fitted to empirical data obtained from a national sample of 50 large firms and about 200 master’s students using a statistics methodology. Practical significance and managerial implications for marketing investments and organizational performance are detailed.