Employment Value Proposition

Brain Heger (2007) in his study identified the relationship between strong Employment Value Proposition (EVP), the core component of employer brand, and respondents’ level of engagement. The study recognized that employee engagement is largely influenced by an organization’s EVP, in that EVP attributes and elements that are appealing to employees serve to motivate a firm’s workforce

Heger, (2007) states that the survey by Corporate Leadership Council also found that employees who perceive their organizations’ EVP to be less competitive than that of other organizations are likely to disengage from their organizations by either reducing contribution or leaving the organization

Lievens, F. (2007) in his research conceptualizes employer brand as

From a talent management perspective, more employers need to recognize the talents of their employees and put in place an effective training and development programme to get the best out of their workforce. Have expressed employer branding in terms of five values like Interest Value, social Value, Economic Value, Development Value and Application Value that attract prospective employees.

Holtzhausen, L., and Fourie, L. (2009) conceptualize a model representing the impact of corporate identity management on managing relationships with employees in organizations. This research paper contributes to the knowledge regarding corporate identity and relationship management. It specifically takes a part of referring communication with internal stakeholders regarding corporate identity with the aim of relationship

A study by Xia and Yang (2010) on Chinese market suggests that employer brand impacts organizational culture and organizational exchange, in that as employer brand fulfils employees ' spiritual and material needs, employees reciprocate with higher motivation. The authors also presents a definition of employer branding from a comprehensive perspective and argues that the employer brand comes from the benefits provided by employment and makes company different as an employer.

Jiang, T., & Iles, P. (2011) in their research work explained the simplifying process of attracting the employees and prospective applicants of the organization by applying the concepts from marketing to people management and predominantly the concept of brand equity. The authors also presents a model of the relationship between organizational attractiveness OA and employee-based brand equity EBBE and exemplified the importance of salaries and benefits ("economic value"), such as housing benefits and bonuses, in attracting and