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Creating cultural edge: Strategic employer branding for enhanced organisational agility, resilience and top talent acquisition and retention

Author

Listed:
  • Kramer, Markus

    (Managing Partner, Brand Affairs, Switzerland)

Abstract

The primary argument in this paper is that employer branding, when effectively utilised as a strategic tool to cultivate and reinforce culture, serves as a pivotal mechanism for enhancing organisational agility, resilience and talent engagement. Thorough employer branding is not about the latest TikTok video on the company’s social media feed to attract young talent. Successful employer branding dares to tackle the complex fabric of culture and align it with a company’s vision and brand. Utilising academic insights and first-hand experience, the paper offers a holistic framework for businesses aiming to leverage employer branding to build resilient and adaptive cultures that attract and retain top-tier talent.

Suggested Citation

  • Kramer, Markus, 2024. "Creating cultural edge: Strategic employer branding for enhanced organisational agility, resilience and top talent acquisition and retention," Journal of Brand Strategy, Henry Stewart Publications, vol. 13(3), pages 219-228, December.
    • Handle: RePEc:aza:jbs000:y:2024:v:13:i:3:p:219-228
    as

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    More about this item

    Keywords

    employer branding; corporate culture; organisational agility; competitive advantage; strategic brand; management; talent acquisition; talent retention; employee engagement;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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