Generolo Jono Žemaičio Lietuvos karo akademija

Despite the great popularity of employer branding among practitioners, research in the field still poses a number of critical questions and issues for management scholars. Given an implicit but undeveloped employer branding theory and its conceptual ambiguity, this paper reviews terminology of the phenomenon, clarifying the essence of employer branding from both marketing and management perspectives. Employer branding process is investigated through comparative analysis of available employer branding frameworks and, overcoming their limitations, an integrative conceptual employer branding model is developed and an analytical three-step process for employer brand development is suggested as a means towards sustainable organization.