Objective: This theoretical article aims to explore the employer branding strategy as a subjectification device in contemporary organizations, analyzing its impact on workers' identity and behavior.
Design/Methodology/Approach: We conducted a selective literature review that theoretically underpins the dynamics of employer branding in the context of contemporary capitalism. We explore the gap in integrating Marketing and Organizational Studies, adopting a critical approach and selecting seminal sources to contextualize this phenomenon within current capitalist dynamics.
Results: The results highlight employer branding not only as a Human Resources strategy but also as a worker subjectification device. This critical approach expands traditional analyses of the brand's role in the organizational environment.
Limitations/Research Implications: Limitations include the need for empirical studies to validate theoretical conclusions, emphasizing the complexity of employer branding and the importance of conscious approaches in people management.
Practical Implications: The study emphasizes the importance of conscious approaches in people management and in building employer branding to promote a sustainable and ethical organizational culture.
Social Implications: The manuscript addresses the formation of worker subjectivities, questioning the role of organizations in shaping these subjectivities and pointing to the need for more ethical and socially responsible practices.
Theoretical Implications: The study contributes to Organizational Studies by highlighting gaps in the literature and proposing a critical analysis of employer branding strategy, challenging conventional perspectives.
Originality/Value: The study's originality lies in the critical approach to employer branding as a subjectification device. It contributes to Organizational Studies and suggests ethical practices in people management.
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Revista Alcance is a Brazilian free access journal, published every four months, linked to the Graduate Program in Administration and the Professional Master’s degree in Administration, Internationalization and Logistics Program of the University of Vale do Itajaí – Univali. We seek to publish theoretical-empirical and technological articles in the areas of Business Administration. Different theoretical and methodological perspectives are welcome, as long as they are consistent with and relevant to the development of the area.
