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dc.contributor.authorEwing, Michael
dc.contributor.authorPitt, Leyland
dc.contributor.authorDe Bussy, Nigel
dc.date.accessioned2017-01-30T14:44:04Z
dc.date.available2017-01-30T14:44:04Z
dc.date.created2009-03-05T00:55:13Z
dc.date.issued2002
dc.identifier.citationEwing, Michael and Pitt, Leyland and De Bussy, Nigel. 2002. Employment Branding in the Knowledge Economy. International Journal of Advertising 21 (1): pp. 3-22.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/40577
dc.description.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.

dc.publisherN T C Publications Ltd
dc.titleEmployment Branding in the Knowledge Economy
dc.typeJournal Article
dcterms.source.volume21
dcterms.source.number1
dcterms.source.startPage3
dcterms.source.endPage22
dcterms.source.issn02650487
dcterms.source.titleInternational Journal of Advertising
curtin.accessStatusFulltext not available
curtin.facultyCurtin Business School
curtin.facultySchool of Marketing


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