What makes academic employers of choice? Employment branding perceptions at a South African HEI

Academic staff members play a pivotal role in the success of higher education (HE) institutions; therefore, it is essential to cultivate an employment brand that strongly appeals to them. This research explored perceptions of what constitutes an academic employer of choice, focusing on employment branding at a South African HE institution. Although considerable research has been conducted on employment branding, limited attention has been given to the HE sector. A qualitative case study approach using purposive sampling was adopted, and data were collected through 14 one-on-one interviews. The researcher used a self-developed interview guide with the institution’s management, and thematic analysis was applied to interpret the data, producing a narrative of the findings. By applying signalling theory (which denotes information reconciliation between two parties), the research enabled institutional management to critically assess their employment offerings and how they are communicated to both prospective and existing employees. The subthemes that emerged from the overarching theme of employment branding included remuneration and benefits, deliberate management support, professional and personal development, work-life balance, and a sense of fulfilment and purpose. These subthemes represented the elements participants deemed imperative to ensuring an attractive employment brand. Human resource practitioners and HE management are encouraged to reconsider the important determinants of attracting and retaining talent.Contribution: This research revealed specific aspects that the institution’s management perceived as crucial to creating a pleasant employment experience for their academics. These insights may assist the institution in enhancing its appeal as an employer of choice.