Strategic Employer Branding for IT Companies

An Interdisciplinary Perspective

Elwira Gross-Gołacka, Ewa Szkudlarek

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English

Routledge
19 November 2024

Personnel & human resources management; Sales & marketing; Media, information & communication industries; Network management; Computer science

With the rise of a knowledge-based economy a change in the approach to the role of employees has come. This emphasised the pivotal role of human capital in business success, leading to a ""war for talent,"" compelling organisations to enhance efforts to attract top talent. Employer branding has thus grown in significance. Initially rooted in human resources management, employer branding now incorporates interdisciplinary approaches combining brand, image, reputation and its impact on competitive advantage and strategic goals. Employers are increasingly viewing employer branding as crucial for attracting talent.

Marked by a talent shortage, the IT industry is emblematic of employer branding’s importance as it faces unique challenges, which include the lengthy and costly process of training IT professionals and the globalised labour market driven by remote work. The COVID-19 pandemic further reshaped labour market dynamics, intensifying the need for effective employer branding.

Strategic Employer Branding for IT Companies: An Interdisciplinary Perspective focuses on both theoretical analyses and practical tools for effective employer branding. The book proposes an interdisciplinary approach in a strategic context, addressing employer branding’s role in competitive advantage. The book:

Reviews definitions and models of employer branding Identifies interdisciplinary areas supporting employer branding strategies Presents a model for a strategic approach to employer branding Analyses in global terms the IT sector in Poland as a case Provides practices, recommendations and tools for employer branding

The book’s highlight is a proprietary employer branding model for the IT industry. Bridging theory and practice, this model offers valuable insights for international stakeholders,

enriching academic literature and supporting strategic employer branding implementation. This book is a contemporary guide for researchers, practitioners and students on how to develop robust employer branding strategies.

By: Elwira Gross-Gołacka, Ewa Szkudlarek
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
ISBN: 9781032770505
ISBN 10: 1032770503
Pages: 184
Publication Date: 19 November 2024
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Hardback
Publisher's Status: Forthcoming

Ewa Szkudlarek is a graduate of master’s studies at the University of Economics in Katowice, Poland, and the University of Silesia, Katowice, Poland, and of Interdisciplinary Doctoral Studies at the WSB University, Poland. Elwira Gross-Gołacka is a postdoctoral researcher in economics in the Faculty of Management, University of Warsaw, Poland, and a member of the Management Board, University of Warsaw Foundation.