Attracting and retaining staff: The role of branding and industry image

Michelle Wallace, Ian Lings, Roslyn Cameron, Neroli Sheldon

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

32 Citations (Scopus)


In increasingly competitive labour markets, attracting and retaining talent has become a prime concern of organisations. Employers need to understand the range of factors that influence career decision making and the role of employer branding in attracting human capital that best fits and contributes to the strategic aims of an organisation. This chapter identifies the changing factors that attract people to certain employment and industries and discusses the importance of aligning employer branding with employee branding to create a strong, genuine and lasting employer brand. Whilst organisations have long used marketing and branding practices to engender loyalty in customers, they are increasingly expanding this activity to differentiate organisations and make them attractive from an employee perspective. This chapter discusses employer branding and industry image as two important components of attraction strategies and describes ways companies can maximise their brand awareness in the employment market to both current and future employees.

Original languageEnglish
Title of host publicationWorkforce Development
Subtitle of host publicationPerspectives and Issues
Place of PublicationSingapore
PublisherSpringer Science+Business Media Singapore Private Limited
Number of pages18
ISBN (Electronic)9789814560580
ISBN (Print)981456057X, 9789814560573
Publication statusPublished - 1 May 2014
Externally publishedYes


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