Employer Branding and e-HRM

Employer branding examines how organizations craft and communicate their identity as a workplace to attract, select, and retain talent, drawing on principles from organizational behavior, marketing, and information systems. As digital platforms and social media have made company reputations more visible and contestable, researchers study how applicants perceive and respond to signals about organizational culture, values, and working conditions during the hiring process. Electronic human resource management adds a further layer by investigating how HR technologies—from applicant tracking systems to AI-driven screening tools—shape both recruiter behavior and candidate experience. Open questions center on how authenticity in employer branding can be credibly established online, and how algorithmic selection procedures interact with organizational attractiveness in ways that may advantage or disadvantage particular groups of applicants.

Works

26,774

Total citations

160,997

Keywords

Employer BrandingRecruitmentOrganizational AttractivenessSelection ProceduresHR TechnologyApplicant Reactions