EMPLOYER BRANDING CONTEXTUALISED - A qualitative study in Greece during the financial crisis Maria

Abstract

Problem Employer branding as a strategy to attract and retain employees (Backhaus & Tikoo, 2004) is continuously gaining more popularity among practitioners and academics. However, the conceptualisation and implementation of employer branding in specific contexts is overlooked in the literature (Aggerholm, Andersen & Thomsen, 2011). Purpose The purpose of the study is to show how employer branding is influenced by the context in which companies operate. The focus of the study regarding the context has been the values and norms of the Greek society and the current financial crisis. Method A qualitative research has been carried out in which data from interviews and a questionnaire of Human Resources professionals in Greece, corporate websites, and material from mass media have been analysed. Data triangulation has been selected to increase the trustworthiness of the study’s findings. Conclusion The conceptualisation and practice of employer branding are influenced by the context in which companies operate. The companies that implement employer branding in Greece during the financial crisis have as a goal to reduce its effects on their working environments, their brands, and the collaboration with their suppliers. Therefore, the goal of employer branding becomes to increase the employee engagement and to improve the corporate reputation. In order to achieve their goals, the organisational actors mobilise the societal-level principles, values and beliefs appropriate to communicate the employer brand to key stakeholders.