Employer Branding in Selected Companies in United Arab Emirates

Jawahitha Sarabdeen, Nada El-Rakhawy and Haneen Niaz Khan

University of Wollongong in Dubai, United Arab Emirates

Copyright © 2011 Jawahitha Sarabdeen, Nada El-Rakhawy and Haneen Niaz KhanAli. This is an open access article distributed under the Creative Commons Attribution License unported 3.0, which permits unrestricted use, distribution, and reproduction in any medium, provided that original work is properly cited.

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.

Keywords: employer branding; human resource management; United Arab Emirates
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