Employer Branding: A Critical Review and Future Research

In the last two and half decades, employer branding as a discipline has grown significantly in terms of literature, events and awards. Also, according to various surveys and reports, employer branding has consistently appeared as one of the top human resource/talent trends in the last 5 years. The relationship between employer and employee has observed a paradigm shift in a dynamic and competitive talent market, and the standardised employee value proposition is longer valued. Increased use of social media, multiple communication platforms and the proliferation of third-party employer branding (TPEB) have posed new challenges for communicating an organisation’s employer brand. This article reviews significant literature to identify key emerging research themes and propose future research questions. Also, we make critical comments on the improper use of employer branding terminology and academic and practice silos.