The Role of Corporate Reputation Versus Relationships in Building Employer Brand Equity: The case of a Major Private Hospital
Archer, C. and de Bussy, N. (2006) The Role of Corporate Reputation Versus Relationships in Building Employer Brand Equity: The case of a Major Private Hospital. In: Australian and New Zealand Marketing Academy Conference (ANZMAC 2006), 4 - 6 December 2006, Queensland University of Technology, Brisbane
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.
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