Employer Branding in Selected Companies in United Arab Emirates

IBIMA Publishing Communications of the IBIMA http://www.ibimapublishing.com/journals/CIBIMA/cibima.html Vol. 2011 (2011), Article ID 228533, 9 pages DOI: 10.5171/2011.228533

Employer Branding in Selected Companies in United Arab Emirates

Jawahitha Sarabdeen, Nada El-Rakhawy and Haneen Niaz Khan

University of Wollongong in Dubai, United Arab Emirates __________________________________________________________________________________________________________________ Abstract The article is an attempt to analyze the concept of employer branding and apply the concept to selected companies in United Arab Emirates (UAE). The concept of employer branding is drawn upon pre-existing theories, models, and practices across fields of marketing, human resource management and organizational behaviour. Various literature from marketing, organisational behaviour and human resource management were analysed to built the conceptual framework then three companies were selected to illustrate adoption of employer branding in United Arab Emirates. The research method used in the research paper is content analysis. The analysis shows that employers in the region do engage in employer branding initiatives. Keywords: employer branding; human resource management; United Arab Emirates __________________________________________________________________________________________________________________ Introduction This article aims to analyze the recent literature findings and development regarding employer branding and apply those findings to the selected companies in UAE to elaborate the adoption of employer branding in those companies. A conclusion is derived as to whether the research supports or refutes the assertion of existence of employer branding in the companies in UAE. Method Review of scholarly journal articles, books and other research materials from the domain of marketing, human resource management and organizational behaviour was utilized to find evidence of theories and models...