EMPLOYER BRANDING: A MULTINATIONAL RESEARCH ON THE CONSTRUCTION OF EMPLOYER BRAND.

Abstract

Employer branding is an activity where principles of marketing, in particular the "science of branding", are applied to human resource activities in relation to current and potential employees (Edwards, 2010). Building employer brand is used analogously to the construction of the brand of a product or a service. The goal of employer branding is to develop the organization brand toward employees as one of its publics (Gavilan et al., 2012). Today many organizations are recognizing the potential of employer branding and are beginning to implement concrete actions. In this paper we argue that building the employer brand is produced by the transmission of values and benefits of the company to its employees; transmission is performed through persuasive internal communication mechanisms. To contrast it presents an empirical study conducted on a sample of 5,203 employees of a multinational company developed banking sector in three countries: Portugal, Argentina and Mexico