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Sales Manager Perceptions of Employe...
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Welliver, Michele C.
Sales Manager Perceptions of Employer Branding Strategies for Entry-Level Salesperson Recruitment in Select Business-to-Business Companies.
紀錄類型:
書目-語言資料,手稿 : Monograph/item
正題名/作者:
Sales Manager Perceptions of Employer Branding Strategies for Entry-Level Salesperson Recruitment in Select Business-to-Business Companies./
作者:
Welliver, Michele C.
面頁冊數:
1 online resource (120 pages)
附註:
Source: Dissertation Abstracts International, Volume: 78-11(E), Section: A.
Contained By:
Dissertation Abstracts International78-11A(E).
標題:
Marketing. -
電子資源:
click for full text (PQDT)
ISBN:
9781369992519
Sales Manager Perceptions of Employer Branding Strategies for Entry-Level Salesperson Recruitment in Select Business-to-Business Companies.
Welliver, Michele C.
Sales Manager Perceptions of Employer Branding Strategies for Entry-Level Salesperson Recruitment in Select Business-to-Business Companies.
- 1 online resource (120 pages)
Source: Dissertation Abstracts International, Volume: 78-11(E), Section: A.
Thesis (Ph.D.)--The Pennsylvania State University, 2017.
Includes bibliographical references
In today's competitive business environment, salespeople are in high demand. This demand for salespeople creates a buyers' market, and as such provides the future sales professional with numerous employment opportunities. With more sales positions to fill than potential candidates, sales managers need to enhance their recruitment efforts to increase their chances of attracting top sales talent. To differentiate from the competition and become a company where salespeople are attracted to and ultimately consider as a place to work, sales organizations must establish and convey an employer brand. Defined as "the package of functional, economic, and psychological benefits provided by employment, and identified with the employing company" (Ambler & Barrow, 1996, p. 187), the employer brand is simply the company's reputation as an employer. The purpose of this study was to explore sales manager perceptions of employer branding strategies B2B companies use for the external recruitment of entry-level salespeople. To explore these issues, a grounded theory qualitative data analysis approach was chosen. Ten sales managers from B2B companies who engaged in the external recruitment of entry-level salespeople for their organization were interviewed for this research study. The interviews were subsequently transcribed and coded, using a three-phased coding process that resulted in the construction of themes. Secondary data was also analyzed and coded for this grounded theory study. A theoretical grounded theory framework was developed for a better understanding of employer branding's role in recruitment. The study results revealed that building a solid employer reputation by creating value for current and potential employees attracts job applicants to fill sales positions, and retains ideal employees as well. The findings suggest that leveraging employer branding for recruitment is far better for attracting a large pool of candidates than relying on the corporate brand. However, neither employer branding nor leveraging the corporate brand appears to be producing the best quality salesperson applicants. The findings did suggest that employers could improve recruitment efforts to attract better quality candidates by engaging in, or increasing campus recruiting. The findings indicate that if companies increase their efforts to build a strong employer brand and target college campuses with their employer branding messages, they will attract a sufficient number of quality salesperson candidates, building a foundation for successful entry-level salesperson recruitment.
Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018
Mode of access: World Wide Web
ISBN: 9781369992519Subjects--Topical Terms:
557931
Marketing.
Index Terms--Genre/Form:
554714
Electronic books.
Sales Manager Perceptions of Employer Branding Strategies for Entry-Level Salesperson Recruitment in Select Business-to-Business Companies.
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Sales Manager Perceptions of Employer Branding Strategies for Entry-Level Salesperson Recruitment in Select Business-to-Business Companies.
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Source: Dissertation Abstracts International, Volume: 78-11(E), Section: A.
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In today's competitive business environment, salespeople are in high demand. This demand for salespeople creates a buyers' market, and as such provides the future sales professional with numerous employment opportunities. With more sales positions to fill than potential candidates, sales managers need to enhance their recruitment efforts to increase their chances of attracting top sales talent. To differentiate from the competition and become a company where salespeople are attracted to and ultimately consider as a place to work, sales organizations must establish and convey an employer brand. Defined as "the package of functional, economic, and psychological benefits provided by employment, and identified with the employing company" (Ambler & Barrow, 1996, p. 187), the employer brand is simply the company's reputation as an employer. The purpose of this study was to explore sales manager perceptions of employer branding strategies B2B companies use for the external recruitment of entry-level salespeople. To explore these issues, a grounded theory qualitative data analysis approach was chosen. Ten sales managers from B2B companies who engaged in the external recruitment of entry-level salespeople for their organization were interviewed for this research study. The interviews were subsequently transcribed and coded, using a three-phased coding process that resulted in the construction of themes. Secondary data was also analyzed and coded for this grounded theory study. A theoretical grounded theory framework was developed for a better understanding of employer branding's role in recruitment. The study results revealed that building a solid employer reputation by creating value for current and potential employees attracts job applicants to fill sales positions, and retains ideal employees as well. The findings suggest that leveraging employer branding for recruitment is far better for attracting a large pool of candidates than relying on the corporate brand. However, neither employer branding nor leveraging the corporate brand appears to be producing the best quality salesperson applicants. The findings did suggest that employers could improve recruitment efforts to attract better quality candidates by engaging in, or increasing campus recruiting. The findings indicate that if companies increase their efforts to build a strong employer brand and target college campuses with their employer branding messages, they will attract a sufficient number of quality salesperson candidates, building a foundation for successful entry-level salesperson recruitment.
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