Employer Branding Management As A Strategic and Organizational Control Tool

作     者：Valentina Della Corte Gianluigi Mangia Clelia Cascella Giuseppina Zamparelli Andrea Tomo 

作者机构：University of Naples "Federico II" Naples Italy 

出 版 物：《Chinese Business Review》 (中国经济评论（英文版）)

年 卷 期：2012年第11卷第11期

页      面：996-1014页

学科分类：12[管理学] 1201[管理学-管理科学与工程(可授管理学、工学学位)] 

主　　题：employer branding organizational control strategic control 

摘      要：The issue of employer branding has always had an intrinsic interdisciplinary content, since it builds a bridge for cross-fertilization between different disciplines （strategic marketing, strategic management, and human resources management）. This paper presents employer branding as an approach based on effective strategic organizational resources and a precise employer branding management process. In this paper, the target is to define a possible frame in order to interpret employer branding techniques as control and regulation mechanisms. Control in organizations has long been a topic of interest for researchers and practitioners, alike who generally recognize that control mechanisms are needed to ensure that organizations may achieve their goals. It has been carried out a field work on the Italian Aeronautical Meta district, that generates annual revenues equal to EUR 8.7 billion and employees 36,300 people, of whom approximately 10% are employed in the space sector. Through this field work, the intention aim is to understand if and how employer branding may create, enforce, and set up internal and shared meaning and values. In particular, stemming from the empirical research＇s evidences, this paper tries to conceptualize employer branding as a factor to persuade and influence the way that organizational actors enact in a socially constructed context. In this effort, the aim is to understand how managers may affect meanings, values goals, and opinions through an effective action on employer branding that can play a crucial role in affecting sense-making processes, meanings, interpretations of the symbolic environment. The paper therefore opens up to new horizons, since it embraces a new application for employer branding, considering it as a modern control system and proposing an innovative approach in managerial control, founded on organizational identity as a key concept in an organizational citizenship＇s perspective