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    Employment Branding in the Knowledge Economy

    Access Status
    Fulltext not available
    Authors
    Ewing, Michael
    Pitt, Leyland
    De Bussy, Nigel
    Date
    2002
    Type
    Journal Article
    
    Metadata
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    Citation
    Ewing, Michael and Pitt, Leyland and De Bussy, Nigel. 2002. Employment Branding in the Knowledge Economy. International Journal of Advertising 21 (1): pp. 3-22.
    Source Title
    International Journal of Advertising
    ISSN
    02650487
    Faculty
    Curtin Business School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/40577
    Collection
    • Curtin Research Publications
    Abstract

    For most of its existence advertising has focused on attracting customers. More recently, enlightened organisations have recognised the need to expand their communications efforts to incorporate all stakeholders, not only end-users. The marketing literature has begun to address stakeholder theory, as well as advertising's indirect and internal audiences, but more as a secondary consideration or by-product of consumer marketing. However, the anticipated permanent shortage of skilled workers in the new economy creates unique challenges for knowledge-based organisations in particular, who will increasingly need to differentiate themselves in order to successfully attract talented employees. As a result, more and more firms may turn to advertising to create 'employment brands' and thereby offer an enticing vocational proposition that is compelling and differentiated. In response to this emerging trend, this article begins by introducing stakeholder theory into a marketing framework. We then classify existing approaches to employment branding by identifying three basic types of employment advertising strategies. In closing, managerial implications are discussed, an agenda for future research is proposed and conclusions are drawn.

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