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Employer Branding for Consultancies
Halmstad University, School of Business and Engineering (SET).
2008 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

Fierce competition for talents and asymmetric distribution of information are the

two main reasons that make employer branding necessary for knowledge intensive

companies. Why is this especially important for knowledge intensive companies?

These companies rely on an excellent base of human resources as the

employee is forming the perception of the client in terms of credibility, quality

and reputation. So how can you filter out and attract the best people? And are all

talents attracted by the same patterns? The idea of this research is, that as the

characteristics of employees cannot be determined in advance, it is important to

initiate a pre-selection by communicating a certain industry-image that functions

as a signal of expectations the company has. This signaling via external positioning

makes it easier for the prospect employee to select a job that fits to his/her

identity and reduces hopefully the number of applications the companies get

without decreasing the overall quality. The focus of this work lies on corporate

culture, its visibility in different processes and interactions and its importance in

the employee attraction process. The interrelations between involved constructs

like organizational identity, image and attraction are worked out and a framework

of external positioning is elaborated. The two participants on the market: high

potentials and management consulting companies are analyzed concerning their

needs and expectations from each other as employee and employer. The main

outcome of this work is three different possibilities for consultancies to position

themselves: efficiency, transfer of experience and creativity. They lead to different

communications strategies as they highlight different aspects of the work as a

consultant. Methodologically the interesting and demanding issue of this work is

the integration of organizational theory concerning organizational culture and

marketing theory regarding branding into one model.

The method used is reflexive and interpretative as it takes primary and secondary

data and the social constructions of the researcher into account and actively uses

it to construct something new.

The empirical data is gathered by a written questionnaire and the sample was limited

towards the biggest players in the consultancy industry namely A.T. Kearney,

Booz Allen & Hamilton, McKinsey & Company, Boston Consulting Group

and Roland Berger Strategy Consultants.

Place, publisher, year, edition, pages
Högskolan i Halmstad/Sektionen för Ekonomi och Teknik (SET) , 2008.
Keywords [en]
Employer Branding
Identifiers
URN: urn:nbn:se:hh:diva-1852Local ID: 2082/2247OAI: oai:DiVA.org:hh-1852DiVA, id: diva2:239070
Uppsok
Social and Behavioural Science, Law
Available from: 2008-09-08 Created: 2008-09-08 Last updated: 2008-09-08

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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  • asciidoc
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