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....
