Title

Employer Branding in a Merger

Date of Award

5-17-2012

Document Type

Capstone Project

Disciplines

Strategic HR Management

Degree Name

Master of Professional Studies

Department

Strategic HR Management

Advisor

James Krefft

Keywords

employer branding; mergers; acquisitions; retention; talent management; staffing strategies

Abstract

Despite years of research, the limited success of mergers results from the lack of workforce and talent planning. Companies merge without taking into consideration the workforce needed to develop business success. As a result, company reputations are weakened, and the company's current workforce seeks employment elsewhere. If employers use workforce strategies such as employer branding, mergers create opportunities to build workforce strategies and company reputation. Implementation of employer branding allows merger executives to determine compatibility between two companies, to plan for pre-merger phases, integration phases, and post-merger phases. Through merger efforts, employer branding allows the company to retain key personnel, attract talent, and build the credibility and reputation of a newly developed merger.

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