1st Edition

Strategic Employer Branding for IT Companies An Interdisciplinary Perspective

    190 Pages 34 B/W Illustrations
    by Routledge

    In today's economy, competitive companies leverage knowledge and modern technology. This shift emphasized the pivotal role of employees in business success, leading to a “talent war,” compelling organizations to enhance efforts to attract top talent. Employer branding has thus grown in significance. Initially rooted in human resources management, employer branding now incorporates interdisciplinary approaches combining employer brand, image, reputation, and its impact on competitive advantage and strategic goals Employers are increasingly viewing branding as crucial for attracting talent.

    Marked by a talent shortage, the IT industry is emblematic of employer branding’s importance as it faces unique challenges, which include the lengthy and costly process of training IT professionals and the globalised labor market driven by remote work. The COVID-19 pandemic further reshaped labor market dynamics, intensifying the need for effective employer branding.

    Strategic Employer Branding for IT Companies: An Interdisciplinary Perspective focuses on both theoretical analyses and practical tools for effective branding. The book proposes an interdisciplinary approach in a strategic context, addressing employer branding’s role in competitive advantage. The book

    • Reviews definitions and models of employer branding,
    • Identifies interdisciplinary areas supporting employer branding strategies,
    • Presents a model for a strategic approach to employer branding,
    • Analyzes in global terms the IT sector in Poland as a case,
    • Provides practices, recommendations, and tools for employer branding.

    The book’s highlight is a proprietary employer-branding model for the IT industry. Bridging theory and practice, this model offers valuable insights for international stakeholders, enriching academic literature and supporting strategic employer-branding implementation. This book is a contemporary guide for researchers, practitioners, and students on how to develop robust employer branding strategies.

    1. The Concept of Employer Branding in an Interdisciplinary Approach
    2. Employer Branding in the Company Structure
    3. Strategic Employer Branding in the IT Industry
    4. Strategic Employer Branding Implementation Framework


    Dr. Elwira Gross-Gołacka is a postdoctoral researcher in economics, head of the Department of Theory and Methods of Organization at the Faculty of Management, University of Warsaw.

    Dr. Ewa Szkudlarek is a graduate of master’s studies at the University of Economics in Katowice, Poland, and the University of Silesia, Katowice, Poland, and of Interdisciplinary Doctoral Studies at the WSB University, Poland.