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Creating cultural edge: Strategic employer branding for enhanced organisational agility, resilience and top talent acquisition and retention
Journal of Brand Strategy,
13
(3),
219-228
(2024)
Abstract
The primary argument in this paper is that employer branding, when effectively utilised as a strategic tool to cultivate and reinforce culture, serves as a pivotal mechanism for enhancing organisational agility, resilience and talent engagement. Thorough employer branding is not about the latest TikTok video on the company’s social media feed to attract young talent. Successful employer branding dares to tackle the complex fabric of culture and align it with a company’s vision and brand. Utilising academic insights and first-hand experience, the paper offers a holistic framework for businesses aiming to leverage employer branding to build resilient and adaptive cultures that attract and retain top-tier talent.
Keywords: employer branding; corporate culture; organisational agility; competitive advantage; strategic brand; management; talent acquisition; talent retention; employee engagement
The full article is available to subscribers to the journal.
Author's Biography
Markus Kramer is the Managing Partner at Brand Affairs and advises boards and executives on all aspects of strategic positioning and 21st-century brand management. He works with leading brands such as Harley-Davidson, DHL and XSpace, as well as in the financial services sector and with government bodies. Markus is a senior visiting faculty member for brand management at Bayes Business School in London, author of ‘The Guiding Purpose Strategy: A Navigational Code for Brand Growth’ and co-founder of the Responsible Investment Brand Index (RIBI). He holds degrees in marketing and brand management from the University of California in Berkeley, an MBA from the University of Oxford and a certificate in future of commerce from MIT, USA.
