A Relationship Between Talent and Employer: A Conceptual Framework
| Authors | |
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| Year of publication | 2018 |
| Type | Article in Proceedings |
| Conference | Proceedings of the 6th International Conference on Management, Leadership and Governance (ICMLG 2018) |
| MU Faculty or unit | |
| Citation | |
| Web | http://academic-bookshop.com |
| Keywords | talent; talent management; talent segmentation; talent marketing; conceptual paper |
| Description | Abstract: The aim of the paper is to tackle the lack of conceptual knowledge about the identification and attraction of talent, which has become important in the last few decades due to rapid and significant changes occurring in the world. Especially in developed areas and countries, companies face new challenges in maintaining their success and competitiveness. Human capital has come to represent the core source of competitive advantage of organisations, so talent has taken on a new role. It is now the centre of attention as company performance is determined by talent decisions. Talent is considered a rare capital, which has led to an increasingly competitive business environment for recruiting and retaining talented employees (the war for talent), and companies have started to realize the importance of innovative ways of talent sourcing. One of the possible steps is intensifying the involvement of marketing techniques into talent management. Given this reality, along with awareness of terminology inconsistencies and insufficient conceptualization in the academic field, this paper creates a framework which integrates and proposes new relationships among marketing and human resources processes aligned with a company’s strategy. The paper is designed as a conceptual paper. First, it describes the current state of the related fields of knowledge and points out inconsistencies or warns about insufficient academic interconnections. This, aided by disciplined imagination, led to the creation of a framework offering a proposition of logical links between defining a company’s strategy, which defines competitive advantage, and defining a talent as a bearer of particular competitive advantage. These two processes expressing a company’s needs fulfilled by talents are directly linked to the needs of talents fulfilled by a company. To express the ability and willingness of organisations to meet the needs of potential talented employees, two-level framework marketing is used, i.e. marketing as an employer branding, and marketing techniques in particular recruiting processes. Special attention is paid to the very term “talent”, which the framework understands as a target audience for marketing, as well as to the term and process of talent segmentation, which is perceived more as part of marketing techniques than usual academic use. |
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