Employer Branding: Fad or Friend? An Exploratory Study into the Factors Influencing Employer Branding Efforts being made by Irish Graduate Employers

This Dissertation explores the impact of employer branding strategies on employers in Ireland offering Graduate Programmes. Employer Branding strategies are being increasingly utilised among Irish employers offering Graduate Programmes to attract and retain valuable employees. Current literary works offer theoretical frameworks around which successful employer branding strategies should be based, although accounts sourced from empirical research is scarce. The exploration took a qualitative approach and 6 interviews were conducted in total. Interviews were held with 5 professionals from different companies, each participant dealing with graduate recruitment in their company. All 5 companies feature on GradIreland’s Top100 Employer Brand Survey as voted for by students and graduates. A following 6th interview was conducted with Gavan O’Brien, the Commercial Manager at GradIreland. The research found that graduate employers are seriously leveraging themselves to attract graduates, and are doing to via channels which accommodate the trends of Generation Y. Most participating companies aren’t utilising quantifiable methods to measure the return on EB investment. Instead, intangible means are accessed such as feedback from applicants. Companies also noted that in the last few years, cross sector competition for graduates means that they need to reassess their uniqueness and target it in ways which graduates from a more diverse range of academic backgrounds can access. The note for company analysis and remaining unique was also identified by participants. Digital engagement and use of peer methods to promote employer brand was identified as both a challenge and upcoming area in employer branding & graduate recruitment