Reviewing the Employee Branding Process to Gain Firm Competitive Advantage

Abstract

Brands are more challenging to capture, sustain market share, and keep their customers loyal in a highly competitive marketplace. One of the evident approaches that a brand considers is the employee branding process that highlights, establishes, and handles long-term competitive advantage. The employee branding process model recognizes numerous foundations through which messages are conveyed and defines the sources of elements that translate the employee branding process. This chapter reviews a theoretical model of the employee branding process, which posits employee brand image that has been compelled through the posts an employee receives and the structure inside employees' personality that empowers and creates logic regarding messages. The model postulates the concerns of the employee branding process and designates a feedback hoop by which managers can observe this process. Moreover, some unexplored areas of the employee branding process are proposed, including job crafting, workplace civility, motivation, and the behavioral aspect of innovation during a pandemic.

Key Terms in this Chapter

Employee Branding Process: A continuous process that emerges from the firm's mission and values while producing an employee band image that builds the consumer perception to stakeholders' perception for a persistent employee brand.