Employer Image and Employer Branding: What We Know and What We Need to Know

Posted: 25 Mar 2016

See all articles by Filip Lievens

Filip Lievens

Ghent University - Department of Personnel Management, Work and Organizational Psychology

Jerel E. Slaughter

University of Arizona - Department of Management and Organizations

Date Written: March 2016

Abstract

In this article, we review theory and research on employer image and employer branding published since 2001. The review is wide ranging. First, we define employer image and distinguish it from similar constructs such as reputation and identity. We find that the literature has used two conceptualizations of images: an elementalistic perspective (e.g., distinction between symbolic and instrumental organizational attributes) and a holistic perspective (i.e., overall ratings of organizational attractiveness). Second, we discuss the effects of favorable organizational images, including better recruitment outcomes, more differentiation, stronger emotional bonds, and financial returns. Third, we review the antecedents and formation of image with a focus on organizational (e.g., recruiters) and nonorganizational sources [e.g., word of mouth (WOM)]. Fourth, we discuss the theoretical mediating mechanisms responsible for image effects and the moderators of image-outcome relationships. Finally, we address practical implications in the form of employer brand management and provide future research suggestions.

Suggested Citation

Lievens, Filip and Slaughter, Jerel E., Employer Image and Employer Branding: What We Know and What We Need to Know (March 2016). Annual Review of Organizational Psychology and Organizational Behavior, Vol. 3, Issue 1, pp. 407-440, 2016, Available at SSRN: https://ssrn.com/abstract=2754528 or http://dx.doi.org/10.1146/annurev-orgpsych-041015-062501

Filip Lievens (Contact Author)

Ghent University - Department of Personnel Management, Work and Organizational Psychology ( email )

B-9000 Ghent
Belgium

Jerel E. Slaughter

University of Arizona - Department of Management and Organizations ( email )

405 McClelland Hall
P.O. Box 210108
Tucson, AZ 85721-0108
United States

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