Employer Branding Research Methodology

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Definitions Employer Branding

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1. CLC (2006):

- Model for Attraction & Retention

- Instrumental framework

2. Lievens & Highhouse (2003); Lievens (2007):

Instrumental – Symbolic framework

3. Bakhous & Tikoo (2004):

Marketing influences on Employer Branding

4. Aaker (1997); Davies (2008):

Symbolic framework

A few scientific roots of employer brand research…

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Talent Attraction‘the new way’

The big difference between Talent Attraction ‘the old way’ and

the Brand-based ‘new way’ is the introduction of…

RESEARCH !!!

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“Employer Branding Employee and Market Research

will become absolutely essential”.

Dr. Shirley Jenner, Manchester Metropolitan University, 2009

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Employer BrandingResearch Overview:

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• 5 Instrumental dimensions• 6 Symbolic dimensions

• 3 External indexes• 3 Internal indexes

Understanding:

• Profile of Organization

• Stakeholder Differences

Understanding level of:

• Attractiveness

• External/Internal match

Matrix 1, see p. 16 Matrix 2, see p. 17

5 Instrumental dimensions

(40 subdimensions)

6 Symbolic dimensions

(14 subdimensions)

The instrumental-symbolic framework:the research dimensions

• Work• People

• Compensation• Opportunity• Organization

• Pleasant• Prestige• Rough

• Entrepreneurial• Professional

• Simple

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EmployerBrand

Attributes

1. Attractivity-

Index

• Increases the volume of the available candidate-pool

• Establishes a better match between candidates & organization

Attractivity

2. Reputation-

Index

3. Application-

Index

4. Engagement-

Index

• Improves the incremental effort of existing employees

• Improves retention of existing employees

Engagement

5. Recommendation-

Index

6. Departure intention-

Index

3 externalindexes

Example of Internal-ExternalResearch Indexes

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3 internalindexes

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Example of Research Summary Matrix 1:

Understanding Organization Profile vs. Stakeholder Differences

Understanding Stakeholder Differences

Un

der

stan

din

gP

rofi

le o

f O

rgan

izat

ion

Example of Research Summary Matrix 2:

Understanding Level of Attractiveness vs. Level of Internal/External Match

Unattractive Attractive

Internal/External Match

Internal/External Mismatch

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Contact

More info about the research methodology:luk.smeyers@inostix.com

www.inostix.com

www.linkedin.com/in/luksmeyers

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Thanks!

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