Strategic Employer Branding: brand and image management as a tool of attractiveness for talented capital

The aim of the present research is that of evaluating brand and image management as a strategy to attract talented human capital. In this direction, the research points at attracting, integrating and maintaining talents able to create value and to become business partners in the shared goal of sustainable competitive advantages. Moreover, human capital can represent a strategic resource for a firm, often becoming a relevant source of sustainable competitive advantage. Referring to the method, starting from RBT a theoretical framework is proposed, taking into account the most relevant strategic factors of employer branding, with reference both to potential and to actual employees become possible resources themselves, in function of their specific role in the firm's value creation process. The empirical part verifies the importance of employer branding strategies in high-knowledge-based context and specifically in Italian high-tech firms operating in the aerospace sector. Results demonstrate the necessity of an aware and structured approach in corporate brand and employer brand's building and management.