Identifying research gaps in employer branding: A systematic literature review

The ever-evolving employment landscape is becoming increasingly competitive. Over the past two and a half decades, employer branding has attracted considerable interest from organizations as a long-term human resource strategy that creates value. However, there is a notable lack of recognition of employer branding in academic literature. In light of this, the present study aims to review, analyze, and integrate the existing literature in the field of employer branding, connecting it to underexplored concepts in various areas to identify gaps for future researchers and practitioners. The research results emphasize the importance of providing a comprehensive definition and a validated measurement scale, especially concerning different target groups, contextual specifications, firm size, and generational differences. Overall, the study significantly contributes to the theoretical advancement of employer branding.

کلیدواژه ها:

Employer branding ، Employer brand ، literature review ، research gaps