The adaptation of marketing practices in human resources for employer branding & talent acquisition in Thai subsidiary of multinational coffeehouse chain.

Abstract

Due to the increased competition in the coffeehouse chain industry, an ability to attract and retain the best talent in the workforce market is the key to success for any organization. In order to do that, a company must be able to strengthen their relationship with existing and potential employees through a strong employer brand. The research uses a qualitative approach by conducting in-depth interviews with senior executives of Starbucks Coffee (Thailand) Co., Ltd. The length of each interview is between 45-60 minutes in a meeting room at Starbucks Coffee (Thailand)‟s head office. The study revealed the concept of employer branding, the benefits that it has on Human Resources processes, and important factors that need to be considered before the implementation, such as company values, key message, target audience and budget allowance. KEY WORDS: Employer branding / Talent Acquisition / Coffeehouse chain / Employer branding value proposition / Thailand