Service differentiation: A self‐image congruency perspective on brand building in the labor market

Abstract

Purpose

Service‐dominant logic of marketing claims that employees' knowledge and skills are the firm's only sustainable advantage. The purpose of this paper is to analyze the importance of branding in attracting the right employees.

Design/methodology/approach

This paper employs the image congruency hypothesis and social norms from consumer behavior. To test the hypotheses empirically, it uses a scenario‐based survey of respondents recruited from job‐seeking graduate students.

Findings

Based on data sampled and analyzed, it finds that both image congruency between prospective employee and preferred employer and social norm weigh in when job seekers decide on the preferred employer.

Research limitations/implications

The paper tests the model only on first‐time job seekers. This group may have greater desire to find a job than employed job seekers do. However, it believes that image congruency and social norm will impact the latter group's attitudes regarding employer.

Practical implications

For managers who need to differentiate their market offering the findings illuminate the importance of branding and brand building not only in the consumer market but also in the labor market. It is all about attracting the right customers and moreover, the right employees to serve them.

Originality/value

To the knowledge, this is the first study in the field of employer branding that uses the image congruency hypothesis to study branding in the labor market, thereby linking branding to organizational behavior.

Citation

Andreassen, T.W. and Lanseng, E.J. (2010), "Service differentiation: A self‐image congruency perspective on brand building in the labor market", Journal of Service Management, Vol. 21 No. 2, pp. 212-236. https://doi.org/10.1108/09564231011039295