Captivating company: dimensions of attractiveness in employer branding

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....