Employer Branding and e-HRM

Employer branding examines how organizations construct and communicate an identity as a place to work, and how that identity shapes who applies, who accepts offers, and who stays. Researchers in this area study how candidates perceive and respond to signals ranging from formal job postings and selection procedures to social media presence and employee reviews, with particular attention to what makes a company feel like a credible and desirable employer. The rise of HR technology and algorithmic hiring tools has added new complexity, raising questions about whether automated processes strengthen or undermine organizational attractiveness. Active debates center on how employer brand perceptions form across different demographic groups and cultural contexts, and on whether a strong employer brand genuinely improves workforce quality or primarily influences surface-level application behavior.

Works

28,382

Total citations

163,262

Keywords

Employer BrandingRecruitmentOrganizational AttractivenessSelection ProceduresHR TechnologyApplicant Reactions