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Exploring the significance of employer brands in the attraction and retention of talent for South African organisations
Dissertation (MBA)--University of Pretoria, 2011.
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University of Pretoria
2013
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| _version_ | 1867613680349216768 |
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| access_status_str | Open Access |
| author2 | Hofmeyr, Karl |
| author_browse | Hofmeyr, Karl |
| author_facet | Hofmeyr, Karl |
| collection | Thesis |
| dc_rights_str_mv | © 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretori |
| description | Dissertation (MBA)--University of Pretoria, 2011. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/24247 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:39:59.869Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/24247 Exploring the significance of employer brands in the attraction and retention of talent for South African organisations Hofmeyr, Karl ichelp@gibs.co.za Kgobe, Fikile Hope UCTD Corporate brand Employer branding Employer brands Dissertation (MBA)--University of Pretoria, 2011. Dissertation files not currently available online.A brand is emotional, has a personality, and captures the hearts and minds of its customers. Great brands survive attacks from competitors and market trends because of the strong connections they forge with customers (Kotler&Pfoertsch, 2007). Organisations can use this to ensure competitive advantage with the right talent at low costs. Employer branding focuses on how the company is seen by current and potential employees with the aim of winning the war for talent (Ulrich, 1997). Current and potential employees are now looking to work for more responsible organisations – employers of choice. A strong employer brand fosters a positive image, identity or reputation and encourages (current and potential) employees to identify with the organisation. This research explores how organisations can use employer branding to attract and retain talent. A mixed methodology is employed using semi-structured interviews and a survey questionnaire to understand the perception that current and potential employees have about employer branding. Key results of the study are that building both the internal and external employer brand will ease the organisation’s ability to recruit and retain people, and that there are significant gaps between the different perspectives and how they can be managed. Copyright Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T16:58:36Z 2011-05-20 2013-09-06T16:58:36Z 2010-11-10 2011-05-20 2011-04-30 Dissertation Kgobe, FH 2010, Exploring the significance of employer brands in the attraction and retention of talent for South African organisations, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/24247 > F11/216/ag http://hdl.handle.net/2263/24247 http://upetd.up.ac.za/thesis/available/etd-04302011-215018/ © 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretori University of Pretoria |
| spellingShingle | UCTD Corporate brand Employer branding Employer brands Exploring the significance of employer brands in the attraction and retention of talent for South African organisations |
| title | Exploring the significance of employer brands in the attraction and retention of talent for South African organisations |
| title_full | Exploring the significance of employer brands in the attraction and retention of talent for South African organisations |
| title_fullStr | Exploring the significance of employer brands in the attraction and retention of talent for South African organisations |
| title_full_unstemmed | Exploring the significance of employer brands in the attraction and retention of talent for South African organisations |
| title_short | Exploring the significance of employer brands in the attraction and retention of talent for South African organisations |
| title_sort | exploring the significance of employer brands in the attraction and retention of talent for south african organisations |
| topic | UCTD Corporate brand Employer branding Employer brands |
| url | http://hdl.handle.net/2263/24247 http://upetd.up.ac.za/thesis/available/etd-04302011-215018/ |