Employer branding as recruitment and retention tool for the universities

Abstract

Increasing competition for the best employees calls for the search of the comprehensive strategies to attract and retain potential and current employees. Despite different business and academic work contexts, number of employer branding activities applied by business companies might be transferred to universities. Literature review shows positive associations between employer branding activities to attracting and retaining employees at various types of organisations. However, the implementation of various employer branding activities remains challenging for organisations and is insufficiently explored in the context of at higher education human resource management. The authors of this paper reflect upon the main aspects of the employer branding strategy, opportunities available and suggest insights into its practical implementation at universities.