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    Industry branding: attracting talent to weaker profile industries

    Access Status
    Fulltext not available
    Authors
    Wallace, M.
    Lings, I.
    Cameron, Roslyn
    Date
    2012
    Type
    Journal Article
    
    Metadata
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    Citation
    Wallace, M. and Lings, I. and Cameron, R. 2012. Industry branding: attracting talent to weaker profile industries. Asia-Pacific Journal of Human Resources. 50 (4): pp. 483-502.
    Source Title
    Asia-Pacific Journal of Human Resources
    DOI
    10.1111/j.1744-7941.2012.00040.x
    ISSN
    1038-4111
    URI
    http://hdl.handle.net/20.500.11937/29086
    Collection
    • Curtin Research Publications
    Abstract

    There is global competition for engineering talent with some industries struggling to attract quality candidates. The ‘brands’ of industries and organisations are important elements in attracting talent in a competitive environment. Using brand equity and signalling theory, this paper reports a quantitative study examining factors that attract graduating engineers and technicians to engineering careers in a weak brand profile industry. The survey measures graduating engineers’ preferences for career benefits and their perceptions of the rail industry, which has identified a significant skilled labour shortfall. Knowledge of young engineers’ preferences for certain benefits and segmenting preferences can inform branding and communications strategies. The findings have implications for all industries and organisations, especially those with a weaker brand profile and issues with attracting talent.

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