Workplace Branding: Leveraging Human Resources Management Practices for Competitive Advantage Through “Best Employer” Surveys

Workplace branding has generated more attention in the practitioner community than academia. A contributing factor for the sparse academic research is the fact that the theoretical foundation of workplace branding has not been fully developed. In addressing this need, this article outlines how workplace branding uses a similar approach used in marketing a product or service to build an effective workplace brand. An increasing potent form of workplace branding lies in the new popular annual “best employer” surveys. In reviewing various “best employer” surveys, we identify eight common themes in terms of human resources best practices associated with outcomes ranging from high levels of retention to increased rates of growth in sales and profit. Finally, this article presents several research issues and questions that should be addressed in the future.