This research concerns employer branding. The questions that were asked are as follows: "There are conceptual theoretical models of success that can be implemented in company organizations?" and "There are systems of performance measurement for employer branding model strategy?". The research proposed to collect those contributions of literature related to theories that help to formulate conceptual frameworks and its measurement systems. Taking into account the global economic context, this research described the main causes of a difficult situation for human resources. The employer branding is presented as a strategy which, if properly developed and implemented, can give companies a competitive advantage. From the origins of employer branding and along its evolution through internal marketing has been highlighted the importance of corporate culture, so that a project of employer branding can be implemented. We evaluated the benefits arising from the implementation of the projects, which consist of the reduction in hiring costs, the increase of the rate of employee retention, increased collaboration of the corporate functions human resources, marketing and communications. The following research proposed a series of segmentation techniques applied to the labor market, and to active and passive applicants. We analyzed the main models of employer branding strategy and performance indicators most often mentioned in the literature. Then the relationship between social media and employer branding. Finally, the research has the objective to look beyond the current boundaries of employer branding, and to discern the signs of possible trends of change, which could foreshadow the evolution of the concept of employer branding. These practices most advanced and most effective are called in the theory of Talent Relationship Management.

Questa ricerca di dottorato riguarda l’employer branding. Le domande che sono state poste sono le seguenti: “Esistono modelli teorici concettuali di successo, che possano essere implementati in realtà organizzative aziendali?” e ancora “Esistono dei sistemi di misurazione delle performance dei modelli di strategia di employer branding?”. La ricerca si è riproposta di raccogliere quei contributi di letteratura relativi alle teorie che contribuiscono a formulare modelli concettuali di riferimento e ai suoi sistemi di misurazione. Tenendo in considerazione il contesto economico globale, sono state descritte le principali cause che determinano una situazione di difficoltà nel campo delle risorse umane. L’employer branding viene presentata come una strategia che, se ben sviluppata ed implementata, può dare alle aziende che la adottano un vantaggio competitivo. Partendo dalle origini dell’employer branding e percorrendo la sua evoluzione attraverso il marketing interno, è stata evidenziata l’importanza della cultura aziendale, affinchè un progetto di employer branding possa essere implementato. Sono stati valutati i benefici che scaturiscono dall’implementazione di tali progetti che consistono nella diminuzione dei costi di assunzione, l’aumento del tasso di mantenimento dei dipendenti, all’aumento della collaborazione delle funzioni aziendali risorse umane, marketing e comunicazione. La seguente ricerca ha proposto una serie di tecniche di segmentazione applicate al mercato del lavoro e ai candidati, sia quelli attivi che quelli passivi. Sono stati analizzati i principali modelli di strategia di employer branding e gli indicatori di performance maggiormente citati nella letteratura. Inoltre sono stati visti i legami tra i social media e l’employer branding. Per ultimo, la ricerca si è posta l’obiettivo di guardare oltre gli attuali confini dell’employer branding, e di scorgere i segnali di possibili nuove tendenze di cambiamento, che potessero presagire all’evoluzione del concetto di employer branding. Queste pratiche più evolute e maggiormente efficaci prendono il nome di Talent Relationship Management.

(2013). I modelli di strategia dell’Employer Branding e gli indicatori di performance [doctoral thesis - tesi di dottorato]. Retrieved from http://hdl.handle.net/10446/28765

I modelli di strategia dell’Employer Branding e gli indicatori di performance

BONACCINI, ANDREA
2013-03-26

Abstract

This research concerns employer branding. The questions that were asked are as follows: "There are conceptual theoretical models of success that can be implemented in company organizations?" and "There are systems of performance measurement for employer branding model strategy?". The research proposed to collect those contributions of literature related to theories that help to formulate conceptual frameworks and its measurement systems. Taking into account the global economic context, this research described the main causes of a difficult situation for human resources. The employer branding is presented as a strategy which, if properly developed and implemented, can give companies a competitive advantage. From the origins of employer branding and along its evolution through internal marketing has been highlighted the importance of corporate culture, so that a project of employer branding can be implemented. We evaluated the benefits arising from the implementation of the projects, which consist of the reduction in hiring costs, the increase of the rate of employee retention, increased collaboration of the corporate functions human resources, marketing and communications. The following research proposed a series of segmentation techniques applied to the labor market, and to active and passive applicants. We analyzed the main models of employer branding strategy and performance indicators most often mentioned in the literature. Then the relationship between social media and employer branding. Finally, the research has the objective to look beyond the current boundaries of employer branding, and to discern the signs of possible trends of change, which could foreshadow the evolution of the concept of employer branding. These practices most advanced and most effective are called in the theory of Talent Relationship Management.
26-mar-2013
23
2009/2010
MARKETING PER LE STRATEGIE D'IMPRESA
MARINO, ALBERTO
Bonaccini, Andrea
File allegato/i alla scheda:
File Dimensione del file Formato  
Bonaccini-Tesi di dottorato.pdf

accesso aperto

Descrizione: other - altro
Dimensione del file 2.5 MB
Formato Adobe PDF
2.5 MB Adobe PDF Visualizza/Apri
Pubblicazioni consigliate

Aisberg ©2008 Servizi bibliotecari, Università degli studi di Bergamo | Terms of use/Condizioni di utilizzo

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10446/28765
Citazioni
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact