Title page for ETD etd-04302011-215018

Document Type Master's Dissertation
Author Kgobe, Fikile Hope
URN etd-04302011-215018
Document Title Exploring the significance of employer brands in the attraction and retention of talent for South African organisations
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Prof K Hofmeyr Supervisor
  • corporate brand
  • employer branding
  • employer brands
Date 2010-11-10
Availability unrestricted

Dissertation files not currently available online.

A brand is emotional, has a personality, and captures the hearts and minds of its customers. Great brands survive attacks from competitors and market trends because of the strong connections they forge with customers (Kotler & Pfoertsch, 2007). Organisations can use this to ensure competitive advantage with the right talent at low costs. Employer branding focuses on how the company is seen by current and potential employees with the aim of winning the war for talent (Ulrich, 1997). Current and potential employees are now looking to work for more responsible organisations – employers of choice. A strong employer brand fosters a positive image, identity or reputation and encourages (current and potential) employees to identify with the organisation.

This research explores how organisations can use employer branding to attract and retain talent. A mixed methodology is employed using semi-structured interviews and a survey questionnaire to understand the perception that current and potential employees have about employer branding.

Key results of the study are that building both the internal and external employer brand will ease the organisation’s ability to recruit and retain people, and that there are significant gaps between the different perspectives and how they can be managed.

Copyright © 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Kgobe, FH 2010, Exploring the significance of employer brands in the attraction and retention of talent for South African organisations, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-04302011-215018/>


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