Adaptation of the value proposal to employee target groups in the context of employer branding

Abstract

Employer branding is an effective strategic instrument to attract and retain employees within the organization. In an effort to differentiate itself from its competitors and become an employer of choice, the organization forms a value proposition, which is an integral part of employer’s brand. However, the empirical pilot study revealed, that value proposition used by employer is designed almost identically by all the organizations involved in the study and no longer works as a tool of positioning and differential ties. Most previous studies on employer branding had been focused on the attracting and hiring phase. For this reason, little is known about what makes an employer brand attractive to existing employees. In addition to the recruitment phase, the employer should strive to create effective, creative and productive human potential within the organization. Taking into account the professional and personal profiles of different groups of employees and their needs, adapting the value proposition for their needs would increase the employer’s brand effectiveness and bring long-term benefits to the organization. Adaptation of the value proposition for existing employees has been investigated in this research.