Employer brand: a human resource perspective - a case study at PTT exploration and production public company limited.

Abstract

Brands become strategically significant to their organizations. Many organizations have mightily tried to make their brand strong and well-recognized. The concept of employer brand has been cascaded from the branding concept in the marketing field. This thematic paper aims to find out how the PTTEP employer brand is perceived in the view of HR executives. The employer brand concept firstly appeared in public in 1996. It could be said that this is the point that the branding concept began moving to the employer brand. Many studies on employer brand have been done. In this paper, a comparison of employer brand components from authors is also made, and has been finalized as this paper’s framework: Employer Brand Knowledge, Employer Brand Experience, Company’s External Reputation, and Employer Brand Relationship. This study is conducted in order to find out how HR executives in Thai’s national oil and gas industry view their Employer Brand. There is indeed a PTTEP employer brand. PTTEP’s HR executives know well how they position themselves. The Company’s external reputation and experience of employees help strengthen their employer brand. It is envisioned that the PTTEP employer brand should be the responsibility of each specific organizational unit, so that, collectively, they will benefit PTTEP and themselves in the long run. KEY WORDS: Employer Brand / Human Resources / PTTEP