The relationship between employer-of-choice status and employer branding

Abstract

In a competitive and globalised business environment, organisations are faced with the challenge of attracting talented employees, since these individuals are considered to be the source of a sustainable competitive advantage. The concepts of ‘‘employer of choice’’ and ‘‘employer branding’’ have been related in the literature and even combined as ‘‘employer-of-choice branding’’. The concepts are briefly explored and it is illustrated that, although closely related, they are conceptually different. The conclusion is that organisations should start implementing the internal changes aimed at being awarded employer-of-choice status as a foundation before building and promoting an employer brand.