Employer Branding in a Merger

Date of Award


Document Type

Undergraduate Capstone Project

Degree Name

Master of Professional Studies

Organizational Unit

University College, Strategic Human Resources


Strategic HR Management

First Advisor

James Krefft


Employer branding, Mergers, Acquisitions, Retention, Talent management, Staffing strategies


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.

Publication Statement

Copyright is held by the author. Permanently suppressed.

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