Employer Branding: Review and research agenda

Abstract

Employer branding has gained significant importance for organizations aiming to attract and retain talent in a competitive labour market. This synthesizes the literature on employer branding and examines its conceptual foundations, key themes, and research gaps. A systematic search of peer-reviewed articles published between 2000 and 2024 yielded a total of 112 relevant studies. The review identifies four main themes: (1) the brand concept from a marketing perspective, (2) theoretical frameworks of employer branding, (3) antecedents and outcomes, and (4) contextual factors. Although research has extensively explored individual-level outcomes, organizational-level effects remain understudied. Additionally, there is a need for structured frameworks to develop and implement employer branding processes across different organizational contexts. Recent global disruptions have highlighted the importance of maintaining an employer brand during crises. This review proposes a research agenda focused on investigating the relationship between employer branding and organizational performance, developing comprehensive process models, and exploring crisis management strategies. This agenda aims to advance the understanding of the branding's role in organizational success and provide practical guidance for implementation across diverse business conditions.