Consumer advertising as a signal of employer attractiveness
Sara Rosengren
Center for Consumer Marketing, Stockholm School of Economics, Sweden
Niklas Bondesson
School of Economics and Management, Lund University, Sweden
Introduction
This paper contributes to the growing literature on the effects of advertising on stakeholders other than consumers. More specifically, it explores the effects of consumer advertising on potential employees, meaning the employees that a company wishes to attract and recruit.
Attracting and keeping employees is increasingly important for companies (Moroko & Uncles 2008; Schlager et al. 2011). The fierce competition for employees, sometimes referred to as a ‘war for...