Captivating Company: Dimensions of Attractiveness in Employer Branding
Pierre BerthonBentley College
Michael EwingMonash University
Li Lian HahMPH, Malaysia
INTRODUCTION
Until fairly recently, customers were seen to be only those external to the organisation. Indeed, many managers would argue that externally oriented marketing is difficult enough without introducing the notion of 'internal customers' (Ewing & Caruana 1999). The internal marketing concept argues that the organisation's personnel are the first market of any company (George & Gronroos 1989; George 1990), the rationale being that employees are internal customers and jobs are internal products. Job products must attract, develop and...