Correspondence: Lara Moroko and Mark D. Uncles, School of Marketing, University of New South Wales, Sydney NSW 2052, Australia. Tel: +61 (0)2 9385 3510; Fax: +61 (0)2 9663 1985; E-mail: l.moroko@unsw.edu.au E-mail: m.uncles@unsw.edu.au

¹is an associate lecturer and doctoral candidate in the School of Marketing, University of New South Wales, Sydney NSW. She has held senior consulting positions in the fields of corporate and employer branding.

²is a professor in the School of Marketing, University of New South Wales, Sydney NSW. His research interests include brand management, retail analysis and consumer behaviour.

Received 20 February 2008; Revised 20 February 2008; Published online 28 March 2008.

Abstract

Based on the analysis of data gathered from industry experts, a typology of the characteristics of successful employer brands is presented. Depth interviews were carried out with senior industry participants from the fields of internal marketing, human resources, communications, branding and recruitment. Transcripts were analysed using formal interpretive procedures. Member checking was undertaken to confirm interpretations. Analysis of the transcripts shows there are two key dimensions of success for an employer brand: attractiveness and accuracy. As with customer-centric brands, attractiveness is underpinned by awareness, differentiation and relevance. For employer brands, however, the accuracy with which the employer brand is portrayed is also critical to success. This emphasis on accuracy highlights the importance of consistency between the employer brand and employment experience, company culture and values. General implications for the strategic management of employer brands are presented as well as marketing and human resource management strategies for each of the four states of employer branding success in the typology. It is proposed that researchers and firms should assess employer brand success according to the typology, using commonly collected human resources metrics. More generally, a case is established for studying employer branding as a context distinct from consumer and corporate branding and conceptualising the employment experience of a firm as a product produced by the culture, policies and processes of the firm.