Journal of Finance and Marketing

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Journal of Finance and Marketing 44 7897 074717

Economy - Scholarly Journal

The marketing literature has begun to address the stakeholder theory, as well as the advertising's the indirect and internal audiences, but more as a secondary consideration or by-product of consumer marketing. However, the anticipated permanent shortage of skilled workers in the new economy creates the unique challenges for the knowledge-based organisations in particular, who will increasingly need to differentiate themselves in order to successfully attract talented employees. As a result, more and more firms may turn to advertising to create the ‘employment brands’ and thereby offer an enticing vocational proposition that is compelling and differentiated. To classify existing approaches to employment branding by identifying three basic types of employment advertising strategies. In closing, managerial implications were discussed, an agenda for future research is proposed and conclusions are drawn.

 

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