Business Commons^™

Employer Branding Revisited, Kristin Backhaus

Organization Management Journal

In 1996, employer branding was introduced into the lexicon of human resources and marketing. Twenty years later, many of the foundational concepts of employer branding have been researched. Despite the volume of literature on employer branding, many key aspects still warrant investigation. This article provides an overview of the work that has been done on employer branding, highlights recent developments in the research, and suggests future research directions.