Captivating company: dimensions of attractiveness in employer branding

Li Lian Hah, Michael T. Ewing and Pierre Berthon

The internal marketing concept specifies that an organisation’s employees are its first market. Themes such as ‘internal advertising’ and ‘internal branding’ have recently entered the marketing lexicon.

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...

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