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This study examines employee attraction and retention issues and uses a case study of an Australian regional medium-sized enterprise to highlight the importance of organisational context factors such as place and scale in designing human resource (HR) solutions.

The research presents a qualitative case study, with data drawn from strategic documents, interviews and focus groups, analysed thematically.

A carefully constructed set of HR strategies – including purposeful use of employer branding, synchronising of human resource management (HRM) formality and informality and capitalising on the regional context – are key to employee attraction and retention and in turn the growth and competitiveness of the case study organisation.

The HRM literature acknowledges the tendency to study larger corporations in metropolitan areas, at the expense of more nuanced research related to context. This research contributes to knowledge of attraction and retention through employer branding, with particular attention to scale and place, through study of a medium sized firm in a regional location. It highlights the importance of informality-formality dynamism.

Based on the tasks and responsibilities of global leaders, the benefits of a holistic view in global leadership talent acquisition are identified. The main areas of this integrating process, such as succession planning, attracting, and mobilizing talents, selection, training and development, and retaining global leadership talents, are described. The success factors and principles of a global talent acquisition process are presented and explained. Furthermore, this chapter shows that a proactive step for global organizations is to build an in-house global leadership talent pool to ensure having the right global leaders in the right places at the right time.

Although the place stakeholders play a key role in participatory place branding, surprisingly little interest has been shown in the people involved in participatory place branding initiatives. The purpose of this study is to explore place stakeholders’ perceptions of the meaning and scope of place branding.

This paper is based on two cases of participatory place branding, and the research design is inspired by participatory action research. The empirical material comprises observations, qualitative questionnaires and interviews.

This study identifies and describes four paradoxes in place stakeholders’ perceptions of the meaning and scope of place branding, embracing the target group (internal vs external), the objective (explore vs exploit), the stakeholders’ role (active vs passive) and the main value of place branding initiatives (process vs outcome). Furthermore, in this study, the place stakeholders’ paradoxical perceptions of place branding meant that, during the participatory processes, the authors encountered and needed to manage various opinions and behaviours, for example, “critics”, “innovators” and “relators”.

This paper contributes with a new perspective on participatory place branding. By capturing place stakeholders’ perceptions and understanding of place branding, this paper develops our knowledge and understanding of the starting point of participatory processes.

The purpose of this paper is to expand and test Backhaus and Tikoo’s (2004) employer branding (EB) conceptual framework from the perspective of internal EB in a sport event sponsorship context.

This study developed a set of hypotheses, which were tested in the context of a business-to-business multinational organization’s sport event sponsorship project. Empirical data were collected from 716 employees of the case company after the sponsorship project was complete.

The results support all the hypotheses and reveal that a sport event sponsorship project can act as a means to achieving EB goals in the investigated context.

The sample of the study was limited to the existing personnel of one case company. The study measures the effects at a single point in time, thus the findings should be validated with longitudinal research design.

The results propose that companies can benefit from integrating sport sponsorship with internal EB. Practitioners are advised to create sponsorship projects that involve current employees effectively.

The study adds to the literature by being among the first empirical studies to have tested the effects of EB among current employees via a sponsorship project.

The broad objective of the study was to develop assumptions and guide‐lines by which the cost approach to Human Resource Accounting could be implemented. The research was specifically aimed at determining the sensitivity of the cost approach for identifying significant differences in the investments made over two years in two comparable groups (16 subjects to a group) and how these differences could contribute towards more effective decision‐making in evaluating the relevant aspects of company policy. Statistically significant differences were obtained at the 5% level for total investments, academic development investments and orientation investments. The latter could not be regarded as material in absolute terms and the difference in total investments could therefore be ascribed mainly to academic development. The extent of investments in training suggests the necessity to optimize training from a cost/benefit point of view. During the initial months of the study, investments accrued at a proportionally higher rate than in subsequent months, eg 75.1% of the total investments were made during the first three months of service. It can therefore be said that relatively high labour turnover during the early months of service would carry a substantial loss potential, especially where there was no evidence of material investments in the orientation of personnel.

The purpose of this paper is to present videography as a rising method available for academics. Visuals are increasingly omnipresent in the modern society. As they become easy to create and use, videos are no longer only for ethnographers and specialist researchers.

In the society of “user-content generation,” visual data are incredibly important, original, and powerful sources providing researchers with opportunities to inventively make their results more resonant and more broadly accessible.

Moreover, videography offers the opportunity for researchers to become a kind of artist since they become visual producers.

This paper offers concrete advices for researchers who want to to become visual producers.

Researchers have to make their results more resonant and more broadly accessable.

Videography is a new way (an artistic one) to present results of research.

We aim to understand what happens when larger social and cultural myths become the incarnate understanding of consumers within the firm. This paper uncovers the varied myths at play in one Finnish company’s status as an inadvertent cultural icon.

Through a qualitative inquiry of Finland’s largest dairy producer and by employing the theoretical lens of myth, we conceptualize the entanglement of broad cultural, social, and organizational myths within the organization.

Macro-mythic structures merge with everyday employee practice giving consumer understanding flesh within the firm (Hallet, 2010). Mythological thinking leaves organizational members inevitably bound up in a form of consumer knowing that is un-reflective and inadvertently effects brand marketing management.

Working through a nuanced typology of myth (Tillotson & Martin, 2014) provided a deeper understanding of how managers may become increasingly un-reflexive in their marketing activities. This case also provides a cautionary tale for heterogeneous communities where ideological conflict underscores development and adoption of contemporary myths.

Portugal has been experiencing a continuous growth in tourism activity, with hospitality industry as one of the main tourism sectors. Therefore, the assessment of hotel companies’ performance is very important to assist decision processes. The purpose of this paper is to assess the financial performance (FP) of 570 hotel companies operating hotel units in Portugal in 2017. To explore the question of brand affiliation, a comparison was made between hotel companies with similar stars rating and market orientation. In addition, this paper intends to fill a gap in literature studying the Portuguese reality on the subject of brand affiliation.

The present study uses a methodology based on data envelopment analysis (DEA) to assess the overall performance for each company, which further decomposed into the within-group performance and the technological gap. The performance of the hotel company is assessed through the aggregation of multiple financial indicators using the composite indicator (CI) derived from the DEA model. A bivariate analysis based on the Tobit regression to test the robustness of brand effect on FP of hotel companies (HC) was also included.

The empirical results show that branded companies, on average, have significantly better overall FP than non-branded companies. On the one hand, the brand effect tends to improve the within-group FP of HCs and the brand presents a statistically significant positive effect on the FP. On the other hand, the best practices are observed in both branded and non-branded companies.

The results of this study illustrate that, globally, the better FP of the branded companies is because of their individual relative companies’ performance and a better model of operation given by the brand effect. Brand affiliation will generally allow for a better FP and essentially a better profitability for invested equity, a higher return on sales and a higher value added per employee.

The study provides important theoretical and practical contributions that can assist the strategic decision of the HCs in choosing to operate independently or to adopt brand affiliation. Also, it is innovative because the FP of branded and non-branded HCs is measured not using a set of individual financial ratios but through a single CI that aggregates those financial ratios, using a DEA model.

This review article offers an insight into employer brand and its importance for organizations, as well as an overview of international employer brand based on research on this topic available to date.

An examination and critical evaluation of 37 research articles, two scientific monographs and a chapter was conducted. The selection of articles was based on conducted content analysis.

Having an employer brand has become of utmost importance for many organizations since it was first described in academic literature in mid-1990s. Despite its key role in organizational success, there is a certain lack of recognition of employer brand in academic literature. While employer brand research is somewhat scarce, international employer brand research is almost non-existent. Organizations that operate on different international markets often recruit their employees internationally as well. However, employer brand developed and managed locally differs from the one developed and managed globally.

This review is based on a small number of articles available in the databases. Additionally, only the research papers written in English were included in the review.

This review paper offers a much-needed overview of literature on employer branding within international context. International employer brands and international employer branding have so far been neglected within employer branding literature, despite the obvious need for differentiation. Therefore, this article seeks to provide a systematic overview and identify relevant characteristics of the international employer brand.