ABSTRACT
This developing concept is firstly considered within its context of contemporary approaches to HRM, its links to marketing and relationship marketing. The origins and development of employer branding are explored with an overview of the concept and its interpretations. The benefits of employer branding are considered alongside the broader need to ensure that the HRM policies and practices being applied within the organization are in line with the messages and promises of the brand. All relevant media and material pertaining to the brand as communicated to potential employees and existing employees need to be reviewed for consistency and so that the rhetoric is matched by the reality. Implications for the hospitality industry are considered and there is an industry-based case study extract.
