Standing out in a crowd
Labor markets are changing rapidly. Demographic shifts, technological developments, and changing employee expectations are intensifying competition for skilled workers in sectors such as energy, healthcare, and IT. In this context, employer branding (EB) has become a way for organizations to attract and retain employees by communicating who they are, what they stand for, and what they offer as employers.
This PhD thesis examines how EB relates to employer attractiveness in the North of the Netherlands. Using a mixed-methods approach, the research explores EB from both external and internal perspectives. Special attention is given to the role of Internal Social Media (ISM) and perceived Corporate Social Responsibility (CSR).
The findings show that EB is highly context-dependent. Analyses of job vacancies across countries and sectors reveal that while certain themes recur, such as development opportunities or innovation, the way they are communicated differs by region and industry. Experimental results further demonstrate that EB messages are not equally effective for all job seekers: their impact depends on individual preferences, such as location. From an internal perspective, the research shows that ISM can strengthen employer attractiveness when it supports open dialogue and employee engagement. Similarly, employees’ perceptions of both internal and external CSR are positively related to employer attractiveness, largely through higher engagement and emotional attachment.
Overall, this thesis demonstrates that EB is a not one-size-fits-all approach. Instead, it is a dynamic and relational process that requires organizations to align communication, culture, and values to build sustainable employer–employee relationships.