Assessing Employer Branding Business Case and Proposing an Employer Brand Attractiveness Model

Abstract

Employer branding as a field is evolving very rapidly. Organisations are also investing in employer branding for various business needs. The article explores the business case through literature and real business examples. The business cases show that while the generic business cases around attracting and retaining talent still hold, contextual relevance and embedding the new realities and expectations in employee–employer relationship is critical in articulating a relevant business case for the employer brand. One of the missing links in research and practice is a method for evaluating employer brand attractiveness. The article proposes an evolving model for evaluating employer brand attractiveness that could also be relevant to build a business case.