The use of employer branding to attract and retain top talent

Bc. Sarra Msakni

Bachelor's thesis

Abstract:

Employer branding has emerged as a critical strategic tool for organizations seeking to attract and retain top talent in today's competitive labor market. This study provides a comprehensive examination of employer branding within the context of the information and communication technology (ICT) industry. Drawing upon theoretical frameworks, case studies, and analysis of employer branding materials, the study explores the strategies, outcomes, and challenges associated with employer branding in the technology sector. The theoretical framework encompasses concepts such as Social Identity Theory and Resource-Based View, elucidating the mechanisms through which employer branding influences candidate perceptions, employee engagement, and organizational competitiveness. Case studies of prominent technology companies, Google and Microsoft, offer in-depth analyses of their employer branding materials, revealing key themes such as organizational culture, employee value proposition, and diversity initiatives. Through the synthesis of theoretical insights and empirical findings, the study underscores the critical importance of employer branding in shaping organizational identity, attracting top talent, and fostering cultural alignment within the ICT industry. It also acknowledges limitations, such as reliance on publicly available documents and focus on a limited number of companies, suggesting avenues for future research. All in all, effective employer branding strategies enable organizations to differentiate themselves in the talent market, strengthen their employer brand reputation, and gain a competitive edge in attracting and retaining skilled professionals. By leveraging these strategies, companies can achieve sustainable growth and success in the dynamic and competitive technology landscape.

Keywords

Employer Branding, Information and Communication Technology (ICT), Talent Acquisition, Organizational Culture, Employee Value Proposition, Diversity and Inclusion, Case Study Analysis, Social Identity Theory, Resource-Based View, Recruitment Strategies

Language used: English

Date on which the thesis was submitted / produced: 22. 4. 2024

Thesis defence

• Date of defence: 26. 6. 2024
• Supervisor: Dr. Zuzana Bártová
• Reader: M.Sc. Mirela Moldoveanu, Ph.D.

University of Finance and Administration

Bachelor programme / field:
Marketing Communication / Marketing Communication