What do we know and what should we research about employer brand? A bibliometric analysis

Abstract

PurposeThis study aims to provide an extensive review of the employer brand literature by capturing research trends and proposing a research agenda.Design/methodology/approachA bibliometric analysis was conducted to study 232 peer-reviewed articles indexed on Scopus from 2004 to 2021. Content analysis is added where appropriate to further explore empirical studies and influential papers.FindingsBased on bibliometric analysis, this study provides data about the volume, growth trajectory, geographic distribution, main authors, three main themes and future research avenues for each of these themes. Content analysis sheds light on research subjects, types of data, methods and most influential papers.Originality/valueThis paper is among the first to conduct a bibliometric analysis along with content analysis focusing on employer brand. An extensive research agenda derived from the studied literature is also provided for interested scholars.