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Employer Branding as a Contemporary Challenge in the 2020 Workplace: During the Era of Transformational Change
| المصدر: | المجلة العربية للإدارة |
|---|---|
| الناشر: | المنظمة العربية للتنمية الإدارية |
| المؤلف الرئيسي: | Mostafa, Bassant Adel Mostafa (Author) |
| المجلد/العدد: | مج41, ع2 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2021
|
| الشهر: | يونيو |
| الصفحات: | 409 - 420 |
| DOI: |
10.21608/AJA.2021.176918 |
| ISSN: |
1110-5453 |
| رقم MD: | 1148726 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Employer Branding | Competitive Advantage | Resource Based View | Digitalization | Generation
|
| رابط المحتوى: |
عدد مرات التحميل
15
| المستخلص: |
Nowadays in the dynamic transformational environment, organizations face many challenges to become more knowledge-based, more emphasis on innovation and technology, as well as facing intensive competition for attracting and retaining a high-quality workforce. Those organizations seek employees from different cultural backgrounds and more attention is given to the “Generation Z” namely digital talents; entering the 2020 market place. So organizations should meet the previously mentioned challenges’ by differentiating themselves from other competitors in the labor market and enhancing their employer attractiveness as a tool to ensure competitive advantage for the organizations. This research aims at getting a clearer understanding of Generation Z perception of 2020 workplace and reflecting on how an employer branding (EB) strategy can be the answer for differentiation, through the delivery of a value proposition based on functional, symbolic and economical benefits, which should be consistent with the needs of this new generation. To carry out this mission, employers need to have a strong and unique value proposition and, at the same time, need to know how to communicate this value to potential candidates (Generation Z) using digital codes and channels. Generation Z is represented in this research by undergraduate students who are in their final year of study, selected from British University in Egypt. The practical implication of this research should suggest the appropriate employer branding strategies and identify the relevant set of responsibilities required for organizations taking strategic steps toward “the war for talent”. |
|---|---|
| ISSN: |
1110-5453 |
عناصر مشابهة
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The Relationship between Perceived Employer Branding and Affective Commitment: An Applied Study on Private Universities in Egypt
بواسطة: Mostafa, Bassant Adel Mostafa منشور: (2018) -
The Impact of Employer Branding Practices in Private Higher Education Institutions on Organizational Citizenship Behavior
بواسطة: Mostafa, Bassant Adel Mostafa منشور: (2018) -
The Effect of Brand Personality and Brand Experience on Brand Prestige: A Survey of the Opinions of a Sample of Smartphone Brand Customers "Iphone"
بواسطة: Rasul, Hussein Ali Abdul منشور: (2023) -
The Influence of Internal Marketing on Talents Management Through Employer Branding
بواسطة: Louafi, Khaled منشور: (2018) -
The Impact of Employer Brand on Faculty Members Retention in the Egyptian Universities
بواسطة: Barakat, Afnan Mamdouh El-Sayed Huessin منشور: (2021)
