Employer branding in Australia : a content analysis of recruitment advertising in the mining and higher education industries

Employer branding is an amalgam of marketing and Human Resource Management practice. The development of an organisational image for the purpose of attracting valuable human resources has become an important area of interest in recent years. This study partially replicates Backhaus’s 2004 study by examining how the concept of employer branding relates to employment advertising in Australia. The study found that practices involving employer branding in Australia differed from those found in the United States. Key findings suggest that use of employer branding in Australia has not developed to the extent that it has elsewhere.