Employer branding in the retail sector: an analysis of its conceptualization and impact on employees

The world of work has changed intensely in recent years due to a shortage of skilled workers and general changes in society. This can especially be seen in the retail sector, where customer preferences and the employer-employee relationship are evolving. Therefore, companies need to focus on employer branding, which means shaping their identity as a great place to work to attract and keep good employees. The objective of this master’s thesis is therefore to explore the antecedents, dimensions and consequences of employer branding in the retail sector. In order to realize this purpose, a qualitative research design is carried out, whereby 20 semi-structured interviews are conducted with employees in the retail industry. The findings show that aspects such as identification with the company, word of mouth, work culture, leadership style, growth opportunities, image, CSR, compensation, benefits and working hours are of great importance for the perception of an employer in retailing. Implemented employer branding measures hence have an impact on employer attraction perception, job satisfaction, employee engagement, employee retention, work atmosphere, but also indirectly on customer experience conditions. The results are consistent with those from the existing literature and the majority of them can be applied to the retail sector. In addition, factors such as appreciation, working hours or compatibility of family and career are specifically uncovered in retailing. Employers are therefore advised to put themselves more in the shoes of their employees, respond to their needs and reward them with bonuses for good work in order to attract and retain employees. As the findings only present descriptive data and the sample is rather small, there is room for future research.