The role of brands in recruitment: mediating role of employer brand equity

The role of corporate brand and product brand in consumer decisions is well documented in marketing literature. However, the application of these brands in human resource management has received little attention. In this paper, we examine the relationship between an organization's product brand and employer brand; and corporate brand and employer brand; and their subsequent impact on job seekers’ intention to apply. Using a standard questionnaire, we collected 619 responses about corporate brand, and product brand and employer brand of 11 organizations. We find that a strong corporate brand positively contributes to the employer brand dimensions, and employer brand fully mediates the relationship between corporate brand and intention to apply. However, a product brand may not provide sufficient information for making job‐related decisions; therefore, the efficacy of job advertisement showing great products/services by the employer need to be reassessed. Managerial implications, the results and future research directions are provided. Key points This study provides insights about the role of corporate brand and product brand in influencing employer brand and subsequently the job seeker's intention to apply. This study suggests that a strong corporate brand positively affects the employer brand dimensions. Employer brand fully mediates the relationship between corporate brand and intention to apply. Product brand does not provide sufficient information for making job‐related decisions.