Building a positive employer brand image to attract job seekers in China: the role of organisation identity and corporate reputation

Abstract

Employer branding is an effective marketing strategy with its objectives of attracting, motivating and retaining the best employees. Employer branding provides both tangible and intangible benefits which help employers... [ view full abstract ]

Authors

  1. Chen Ren (Northumbria University)
  2. Helen Woodruffe-Burton (Newcaslte Business School, Northumbria University)
  3. Anders Wappling (Newcastle Business School, Northumbria University)

Topic Area

Brand, Identity & Corporate Reputation Track: Click here for the Brand, Identity & Corpora

Session

PT10-PMB1 » Place Marketing & Branding (12:00 - Tuesday, 7th July)

Paper

Chen_AM_2015_competition_paper.pdf