Characteristics of successful employer brands

@article{Moroko2008CharacteristicsOS,
  title={Characteristics of successful employer brands},
  author={Lara Moroko and Mark D. Uncles},
  journal={Journal of Brand Management},
  year={2008},
  volume={16},
  pages={160-175}
}
Based on the analysis of data gathered from industry experts, a typology of the characteristics of successful employer brands is presented. Depth interviews were carried out with senior industry participants from the fields of internal marketing, human resources, communications, branding and recruitment. Transcripts were analysed using formal interpretive procedures. Member checking was undertaken to confirm interpretations. Analysis of the transcripts shows there are two key dimensions of… CONTINUE READING

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