Employer Branding in Selected Companies in United Arab Emirates

Abstract

The article is an attempt to analyze the concept of employer branding and apply the concept to selected companies in United Arab Emirates (UAE). The concept of employer branding is drawn upon pre-existing theories, models, and practices across fields of marketing, human resource management and organizational behaviour. Various literature from marketing, organisational behaviour and human resource management were analysed to built the conceptual framework then three companies were selected to illustrate adoption of employer branding in United Arab Emirates. The research method used in the research paper is content analysis. The analysis shows that employers in the region do engage in employer branding initiatives.