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| Author: | Ewing, M. T. |
| Title: | Employment branding in the knowledge economy |
| Journal: | International Journal of Advertising
2002 : VOL. 21:1, p. 3-22 |
| Index terms: | EMPLOYMENT BRANDS KNOWLEDGE ECONOMIC CONDITIONS ANALYTICAL REVIEW |
| Language: | eng |
| Abstract: | The authors state that the marketing literature has begun to address stakeholder theory, as well as advertising's indirec and internal audiences, but more as a secondary consideration or by-product of consumer marketing. However, the anticipated permanent shortage of skilled workers in the new economy creates unique challenges for knowledge-based organisations in particular, who will increasingly need to differentiate themselves in order to successfully attract talented employees. As a result, more and more firms may turn to advertising to create 'employment brands' and thereby offer an enticing vocational proposition that is compelling and differentiated. |
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