Communication and implementation strategies

Question 1

What is employer branding?

Answer 1

A key element to achieving a competitive advantage particularly in tight labour markets (war for talent), passive candidates and diversity

Question 2

What is brand equity?

Answer 2

Added value of an organization by its product name that helps attract applicants (e.g. Rolex is not ‘just a watch’)

Question 3

Which four elements do you need to be aware of in order to do branding effectively? (Lievens & Slaughter, 2016)

Answer 3

→ Familiarity / Awareness: do people know your brand? Small family firms or start-ups should prioritize letting people know they exist

→ Reputation: a stable collective idea about a brand that takes a long time to build and change however, a scandal can easily change reputation

→ Employer image: transient, focusses on the individual level and specific beliefs about a brand

→ Identity: looks at those already working for you and ensure they continue to have a positive brand image

Question 4

What is the difference between instrumental and symbolic attributes? (Lievens & Slaughter, 2016)

Answer 4

→ Instrumental: job seekers’ associations about more tangible attributes of the organization (e.g. location, pay benefits, development opportunities)

→ Symbolic: job seekers’ associations about subjective and intangible attributes

Question 5

What are the 5 outcomes of employer image? (Lievens & Slaughter, 2016)

Answer 5

1. Decision: easier to recall
2. Emotional bond: increased trust, employees want to belong and commit to an organization
3. Applications: stronger intentions to apply and willingness to sacrifice
4. Differentiation: symbolic attributes help
5. Diversity: explicit messages & minority recruiters create a brand of diversity

Question 6

What are the three things you should think about before communicating to applicants?

Answer 6

1. Type: what kind of information is shared and in which way. Information richness has more effect than short plain written text
2. Source: usually from the employer (website) but also from employees (through referrals) and external sources (review platforms)
3. Frequency: repetition is key and signals need to be repeated

Question 7

Which 3 types of job advertisements are there?

Answer 7

1. Classified ads: newspapers with limited size
2. Banner ad: used online
3. Display ad: used online and offline, designed by professional advertisers

Question 8

Which 3 types of media are there?

Answer 8

1. Brochure: sales pitch
2. Direct contact: personal and rich with high costs
3. Website: for active and passive candidates

Question 9

What are the 3 kinds of communication strategies?

Answer 9

1. Realistic: both positive and negatives
2. Branded: appealing description with increased application intentions, potential dissatisfaction after hire
3. Targeted: attracting highly desired specific target group. May lead to missing candidates (too narrow)

Question 10

What are the up and downsides of realistic job previews?

Answer 10

RJPs inform applicants about positive and negative aspects of a job and indicates an honest and caring employer

→ Upside: candidates self-select out and there is enhanced post-hire commitment

→ Downsides: best talents are likely not attracted via RJPs especially in tight labour markets

Question 11

What are the 6 types of implemtation strategies?

Answer 11

1. Self-initiated
2. Job boards
3. Social media
4. Campus recruitment
5. Employment agencies
6. Executive search firms