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Structures, strategizing, and contested territories: A structuration perspective on strategy development in employer branding

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  • Mölk, Andreas

Abstract

This study examines strategy development in employer branding based on structuration theory, focusing on the interplay between employer branding structures and the (inter)actions of employer branding strategists. To analyse this interplay, this paper draws upon a series of strategy meetings in an employer branding project of a multinational construction company. This study adds to the current debate on employer branding by advancing the understanding of the structural embeddedness of strategizing in employer branding. Furthermore, the study proposes that strategy development shifts employer branding engagements into contested territory due to various and contradictory structures strategists need to deal with.

Suggested Citation

  • Mölk, Andreas, 2018. "Structures, strategizing, and contested territories: A structuration perspective on strategy development in employer branding," Scandinavian Journal of Management, Elsevier, vol. 34(4), pages 326-334.
    • Handle: RePEc:eee:scaman:v:34:y:2018:i:4:p:326-334
    DOI: 10.1016/j.scaman.2018.10.003
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    References listed on IDEAS

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    1. Auer, Manfred & Edlinger, Gabriela & Moelk, Andreas, 2014. "Interpretationen und Rekonstruktionen einer Arbeitgebermarke durch unternehmensexterne Stakeholder: eine explorative Studie (External interpretations and reconstructions of an employer brand: An explo," Zeitschrift fuer Personalforschung. German Journal of Research in Human Resource Management, Rainer Hampp Verlag, vol. 28(3), pages 346-366.
    2. App, Stefanie & Merk, Janina & Buettgen, Marion, 2012. "Employer Branding: Sustainable HRM as a Competitive Advantage in the Market for High-Quality Employees," management revue - Socio-Economic Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 23(3), pages 262-278.
    3. App, Stefanie & Merk, Janina & Buettgen, Marion, 2012. "Employer Branding: Sustainable HRM as a Competitive Advantage in the Market for High-Quality Employees," management revue. Socio-economic Studies, Rainer Hampp Verlag, vol. 23(3), pages 262-278.
    4. Mölk, Andreas & Auer, Manfred, 2018. "Designing brands and managing organizational politics: A qualitative case study of employer brand creation," European Management Journal, Elsevier, vol. 36(4), pages 485-496.
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