Measuring employer brand equity : a study on the banking and finance industry.

As companies begin to recognize the importance of human capital and its potential as a strategic asset to value-add to organizational performance, the concept of employer branding becomes increasingly important for attracting talent in the midst of a talent war. The existing research on employer branding has mainly focused on developing theoretical frameworks of employer brand equity as perceived by Generation X workers, and lacks empirical research to sufficiently operationalize them. This research paper aims to build upon the frameworks developed by Martin & Hetrick [2006], Barrow & Mosley [2005], and Aaker [1996], and data collected from two focus groups to create a comprehensive framework for employer brand equity as perceived by Generation Y employees, which is more applicable to current and future business landscapes. Using factor analysis, we operationalize our framework to develop a measure for employer brand equity and demonstrate its application within the context of the banking and finance industry. This model not only serves as a platform for further research in this area, but also enables organizations to better understand and apply the concept of employer branding as both an internal assessment and external benchmarking tool to gauge their talent competitiveness.BUSINES