Employer branding as a form of sport event sponsorship : the case of a multinational industrial firm

2017

The growth of new industry sectors and the ascent of burgeoning economies have increased competition between companies to secure a skilled workforce. To ensure competitiveness in these rapidly changing markets, companies have striven to build successful branding strategies. Although employer branding is becoming a popular trend in the world of practicing managers and scholars, perspectives are still evolving. The purpose of this study was to examine the effectiveness of employer branding from the perspective of a business-to-business (B2B) multinational company´s (thereafter, “the case company”) current employees. In this study, a sport sponsorship project acted as an employer branding acti…