University Of Tasmania
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Conceptualising the employment value proposition: the role of the extended marketing mix

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conference contribution
posted on 2023-05-26, 08:31 authored by Mark WickhamMark Wickham, O'Donohue, W, Hanson, D
In Australia, as elsewhere in the Western world, firms are faced with the challenge of recruiting, retaining and motivating quality human resources from increasingly competitive labour markets. One response to this challenge has manifest in firms attempting to position themselves as 'Employers of Choice' (EOC) in their relevant industries. In order to contribute to that ongoing debate, this paper explores the application of a key element in marketing theory - the 'extended marketing-mix' concept - to the management of the employment relationship.


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  • Published

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ANZMAC - Australian & New Zealand Marketing Academy

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Sydney, Australia

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