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EMAC 2024 Annual


Strategic Employer Branding: A Deep Dive into the Organizational Identification Dimensions from the Perspective of the Prospective Employees
(A2024-119842)

Published: May 28, 2024

AUTHORS

Michael Schade, University of Bremen; Anna Sophie Hollstein, Markstones Institute of Marketing, Branding & Technology, University of Bremen; Franziska Frese, markstones Institute of Marketing, Branding & Technology, University of Bremen; Marieke Schewe, University of Bremen; Christoph Burmann, University of Bremen

ABSTRACT

In this study, the dimensions of identification pertinent to prospective employees in their deci-sion-making process regarding an organization are conceptually derived. This addresses the research gap by dissecting the identification with a company from the perspective of prospec-tive employees, elucidating which individual dimensions should be considered separately. This segmentation is crucial for targeted utilization in recruitment campaigns. Based on Freud and Kelmann's identification theory, as well as the Social Identity Theory, the following dimensions have been identified as relevant: First, human brand-Identification, manifested in the form of CEO Identification with sub-dimensions of similarity- and wishful identification and second brand identification. Third, through a qualitative investigation, the significance of community identification has been underscored, incorporating sub-dimensions such as team identification and network identification.