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The market within: A marketing approach to creating and developing high-value employment relationships

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  • Schweitzer, Linda
  • Lyons, Sean

Abstract

In the battle for high-value talent, managers need to think like marketers, creating job offerings and employment relationships that provide mutual value for firms and their employees. This article provides a 3-stage framework for the application of marketing techniques to the recruitment and retention of high-value employees. In the first stage, the 4Ps of the marketing mix are used to create compelling job offerings that attract high-value employees. In the second stage, firms use relationship marketing concepts to build long-lasting employment relationships that create mutual value for the firm and its employees. The third stage involves the outcomes of high-value employment relationships, which include greater employee commitment and satisfaction, which then lead to greater employee advocacy of the firm and lower levels of employee turnover. The ultimate proposed outcomes of this approach are increased performance and stability of the firm.

Suggested Citation

  • Schweitzer, Linda & Lyons, Sean, 2008. "The market within: A marketing approach to creating and developing high-value employment relationships," Business Horizons, Elsevier, vol. 51(6), pages 555-565.
    • Handle: RePEc:eee:bushor:v:51:y:2008:i:6:p:555-565
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    References listed on IDEAS

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    Cited by:

    1. Vandana Madhavan & Murale Venugopalan & Bhumika Gupta & Gyanendra Singh Sisodia, 2023. "Addressing Agency Problem in Employee Training: The Role of Goal Congruence," Sustainability, MDPI, vol. 15(4), pages 1-27, February.
    2. Sakka, Georgia & Ahammad, Mohammad Faisal, 2020. "Unpacking the relationship between employee brand ambassadorship and employee social media usage through employee wellbeing in workplace: A theoretical contribution," Journal of Business Research, Elsevier, vol. 119(C), pages 354-363.
    3. Yuan, Ruizhi & Luo, Jun & Liu, Martin J. & Yannopoulou, Natalia, 2022. "“I am proud of my job”: Examining the psychological mechanism underlying technological innovation's effects on employee brand ambassadorship," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    4. Raluca Ioana Vosloban, 2013. "Employees’ Performance Contribution to the Growth of the Company on the Emerging Markets – a Managerial Approach," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 9(1), pages 53-62, February.
    5. Muhammad Awais Ilyas & Hasnizam Shaari & Ahmad Said Ibrahim Alshuaibi, 2018. "Transformation of the Employees into Brand Advocates through Employer Branding," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(6), pages 361-370, June.

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