The Multiple Identities of an Employer

Inhaltsverzeichnis (Table of Contents)

• 1. EMPLOYER BRANDING
• 1.1 Definition
• 1.2 Employer brand vs. Product brand
• 1.3 Claimed benefits
• 1.4 Critiques
• 1.5 Summary
• 2. THE ORGANIZATION'S IDENTITY
• 2.1 The concept of collective identity
• 2.2 Organizational identity vs. Corporate identity
• 2.3 The five facets of collective identities
• 2.4 Strengths and weaknesses of the five facet model
• 2.5 Employer branding as a particular case of the five facet model
• 2.6 The five facet model as a dynamic system
• 2.7 Summary
• 3. THE FIVE FACET MODEL IN THE LIGHT OF CONTROL THEORY
• 3.1 Introduction to control theory
• 3.2 The organization's identities as a control system
• 3.3 Manifested identity as a source of error
• 3.4 A Unified Framework for Identity Gap Analysis
• 3.5 Implications for employer branding
• 3.6 Summary
• 4. DHL'S MANIFESTED IDENTITY
• 4.1 Introduction
• 4.2 Key facts about DHL
• 4.3 The evolution of DHL's manifested identity
• 4.4 DHL Today
• 4.5 Summary
• 5. DHL'S PROJECTED IDENTITY
• 5.1 DHL's new brand
• 5.1.1 Brand architecture
• 5.1.2 Personal commitment
• 5.1.3 Proactive solutions
• 5.1.4 Local strength worldwide
• 5.2 Number one
• 5.3 Growth
• 5.4 Others
• 5.5 Implications for DHL's projected identity as an employer
• 5.6 Summary
• 6. DHL'S ATTRIBUTED IDENTITY
• 6.1 The new brand in the eyes of students
• 6.2 Attractiveness of DHL as a potential employer
• 6.3 Attributes and Benefits of DHL as an employer
• 6.4 Touch-points
• 6.5 Summary
• 7. DHL IDENTITY GAP ANALYSIS
• 7.1 DHL: Projected vs. Attributed Identity
• 7.1.1 Positively projected benefits which are positively attributed
• 7.1.2 Positively projected benefits which are both positively and negatively attributed
• 7.1.3 Positively projected benefits which are negatively attributed
• 7.1.4 Non-projected benefits which are nonetheless attributed
• 7.2 Summary
• 8. RECOMMENDATIONS

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This case study analyzes DHL's multiple identities as an employer, focusing on how these identities shape the company's brand image and its attractiveness to potential employees. The study aims to understand how DHL's projected identity, as communicated through branding efforts, aligns with the attributed identity, as perceived by potential employees.

• Employer Branding and its impact on organizational identity
• The five facet model of collective identities
• The role of control theory in understanding organizational identity
• Gap analysis between projected and attributed identities
• Recommendations for aligning DHL's employer branding with its perceived identity.

Zusammenfassung der Kapitel (Chapter Summaries)

The first chapter introduces the concept of employer branding, defining its purpose and exploring its potential benefits and limitations. Chapter two delves into the concept of organizational identity, focusing on the five facet model as a framework for analyzing an organization's identity and its different dimensions.

Chapter three explores the five facet model in the context of control theory, suggesting that organizational identities function as control systems. This chapter examines how manifested identity, the organization's outward behavior, can lead to errors and create a gap between projected and attributed identities. Chapter four then focuses on DHL's manifested identity, tracing its evolution and highlighting key facts about the company.

Chapter five examines DHL's projected identity through its new brand, outlining its key elements and implications for the company's employer branding. Chapter six investigates DHL's attributed identity, focusing on student perceptions of the company's brand and attractiveness as a potential employer. Finally, chapter seven analyzes the identity gap between DHL's projected and attributed identities, identifying areas where alignment needs improvement.

Schlüsselwörter (Keywords)

The key terms and concepts in this study include: employer branding, organizational identity, corporate identity, control theory, five facet model, identity gap analysis, manifested identity, projected identity, attributed identity, DHL, brand architecture, attractiveness of employer.