Conference paper
The Role of Corporate Reputation Versus Relationships in Building Employer Brand Equity: The case of a Major Private Hospital
Australian and New Zealand Marketing Academy Conference (ANZMAC 2006) (Queensland University of Technology, Brisbane, 04/12/2006–06/12/2006)
2006
Abstract
In Australia and many other developed countries, there are now acute skills shortages in a number of different industries - healthcare being a notable example. The need to attract and retain the best available employees has become a critical managerial task. Building a strong employer brand offers a promising approach to this problem. The academic literature is still at a relatively early stage of development but internal relationship marketing and corporate reputation have been identified as two key concepts associated with employer branding. This case study of a private hospital in Australia explores the role of these concepts in building employer brand equity. Initial findings suggest corporate reputation has an asymmetric impact - the costs of a negative reputation far outweigh the benefits of a positive one.
Details
- Title
- The Role of Corporate Reputation Versus Relationships in Building Employer Brand Equity: The case of a Major Private Hospital
- Authors/Creators
- C. Archer (Author/Creator)N. de Bussy (Author/Creator)
- Conference
- Australian and New Zealand Marketing Academy Conference (ANZMAC 2006) (Queensland University of Technology, Brisbane, 04/12/2006–06/12/2006)
- Identifiers
- 991005542272207891
- Murdoch Affiliation
- Murdoch University
- Language
- English
- Resource Type
- Conference paper
Metrics
368 File views/ downloads
129 Record Views