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Employer Branding Research Methodology

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Luk Smeyers
Luk Smeyers

A summary of an Employer Branding scientifically validated research methodology.

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Employer Branding Research Methodology © Copyright iNostix 2010
Definitions Employer Branding © Copyright iNostix 2010
A few scientific roots of employer brand research
 © Copyright iNostix 2010 ,[object Object],[object Object],[object Object],2. Lievens & Highhouse (2003); Lievens (2007): Instrumental – Symbolic framework 3. Bakhous & Tikoo (2004): Marketing influences on Employer Branding 4. Aaker (1997); Davies (2008): Symbolic framework
Talent Attraction ‘ the new way’ The big difference between Talent Attraction ‘the old way’ and the Brand-based ‘new way’ is the introduction of
 RESEARCH !!! © Copyright iNostix 2010
“ Employer Branding Employee and Market Research will become absolutely essential”. Dr. Shirley Jenner, Manchester Metropolitan University, 2009 © Copyright iNostix 2010
Employer Branding Research Overview: © Copyright iNostix 2010 Matrix 1, see p. 16 Matrix 2, see p. 17 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
5 Instrumental dimensions (40 subdimensions) 6 Symbolic dimensions (14 subdimensions) The instrumental-symbolic framework: the research dimensions © Copyright iNostix 2010 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Symbolic Instrumental 3 external indexes Example of Internal-External Research Indexes © Copyright iNostix 2010 3 internal indexes Employer Brand Attributes 1. Attractivity- Index ,[object Object],[object Object],Attractivity 2. Reputation- Index 3. Application- Index 4. Engagement- Index ,[object Object],[object Object],Engagement 5. Recommendation- Index 6. Departure intention- Index
© Copyright iNostix 2010 Example of Research Summary Matrix 1: Understanding Organization Profile vs. Stakeholder Differences Understanding Stakeholder Differences Understanding Profile of Organization
Example of Research Summary Matrix 2: Understanding Level of Attractiveness vs. Level of Internal/External Match © Copyright iNostix 2010 Unattractive Attractive Internal/External Match Internal/External Mismatch
Contact More info about the research methodology : [email_address] www.inostix.com www.linkedin.com/in/luksmeyers © Copyright iNostix 2010
Thanks! © Copyright iNostix 2010

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Employer Branding Research Methodology

  • 1. Employer Branding Research Methodology © Copyright iNostix 2010
  • 2. Definitions Employer Branding © Copyright iNostix 2010
  • 3.
  • 4. Talent Attraction ‘ the new way’ The big difference between Talent Attraction ‘the old way’ and the Brand-based ‘new way’ is the introduction of
 RESEARCH !!! © Copyright iNostix 2010
  • 5. “ Employer Branding Employee and Market Research will become absolutely essential”. Dr. Shirley Jenner, Manchester Metropolitan University, 2009 © Copyright iNostix 2010
  • 6.
  • 7.
  • 8.
  • 9. © Copyright iNostix 2010 Example of Research Summary Matrix 1: Understanding Organization Profile vs. Stakeholder Differences Understanding Stakeholder Differences Understanding Profile of Organization
  • 10. Example of Research Summary Matrix 2: Understanding Level of Attractiveness vs. Level of Internal/External Match © Copyright iNostix 2010 Unattractive Attractive Internal/External Match Internal/External Mismatch
  • 11. Contact More info about the research methodology : [email_address] www.inostix.com www.linkedin.com/in/luksmeyers © Copyright iNostix 2010
  • 12. Thanks! © Copyright iNostix 2010