Structures,strategizing, and contested territories: A structuration perspective on strategy development in employer branding |
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Authors: | Andreas Mölk |
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Institution: | UMIT—Private University for Health Sciences, Medical Informatics and Technology, Division for Management in Health and Sport Tourism, 6060, Hall in Tyrol, Austria |
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Abstract: | This study examines strategy development in employer branding based on structuration theory, focusing on the interplay between employer branding structures and the (inter)actions of employer branding strategists. To analyse this interplay, this paper draws upon a series of strategy meetings in an employer branding project of a multinational construction company. This study adds to the current debate on employer branding by advancing the understanding of the structural embeddedness of strategizing in employer branding. Furthermore, the study proposes that strategy development shifts employer branding engagements into contested territory due to various and contradictory structures strategists need to deal with. |
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Keywords: | Management practices in employer branding Strategy development Structuration theory Qualitative case study |
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