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Industry branding : attracting talent to weaker profile industries
journal contribution
posted on 2017-12-06, 00:00 authored by M Wallace, I Lings, Roslyn CameronRoslyn CameronThis paper reports the quantitative stage of a mixed-methods research project focussing on attracting engineers and skilled technologists to careers in the Australian rail industry in order to sustain its competitiveness. It is estimated that there will be an increase in demand for engineers in rail in addition replacing retirees yet it has been identified that the industry is not attracting its share of entry level and mid-career professionals in what has become a ‘war for talent’. Rail does not project an attractive value proposition to potential employees and there is little formal research in the area of branding as a strategy for talent management for rail. Using brand equity theory the survey findings map what graduating engineers aspire to and what they consider rail offers as an employer. The mismatch between what attracts these young engineers and what they perceive rail offers can inform rail branding and attraction strategies.
History
Volume
50Issue
4Start Page
483End Page
502Number of Pages
20eISSN
1744-7941ISSN
1038-4111Location
United KingdomPublisher
WileyPublisher DOI
Full Text URL
Language
en-ausPeer Reviewed
- Yes
Open Access
- No
External Author Affiliations
Faculty of Arts, Business, Informatics and Education; Queensland University of Technology; Southern Cross University; TBA Research Institute;Era Eligible
- Yes