A Logic Model Approach to Assess the Impact of Employer Branding Programs

Employer branding (EB) is an effort to communicate the firm's employment value proposition in order to improve individual and organizational outcomes. Some of the possible individual related outcomes are Attraction, Engagement and Retention. A few organization-related outcomes are Brand Loyalty and Customer Satisfaction. A Logic Model is a framework useful for practitioners to implement EB as a program. It is a roadmap that can be used for planning, implementation, evaluation and communication of EB. Beyond communication, it helps assess the impact of EB programs on individual and organizational outcomes. This paper aims to understand EB using Logic Model approach.