Employer Branding and e-HRM

Employer branding examines how organizations construct and communicate their identity as a workplace, and how that identity shapes who applies, who accepts offers, and who stays. Researchers in this space study the psychological mechanisms behind organizational attractiveness—how job seekers interpret signals from social media, recruitment websites, and selection processes to form judgments about whether a company is worth joining. The rise of HR technology and algorithmic hiring tools has complicated the picture, raising questions about how automated procedures affect applicant perceptions and whether a carefully crafted employer brand survives contact with an impersonal hiring process. Active debates center on measuring the return on employer branding investment, understanding how brand promises interact with actual employee experience, and determining which signals carry the most weight across different labor markets and demographic groups.

Works

26,065

Total citations

158,914

Keywords

Employer BrandingRecruitmentOrganizational AttractivenessSelection ProceduresHR TechnologyApplicant Reactions