Date of Conferral

2019

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

Yvette Ghormley

Abstract

Aerospace and defense leaders need corporate image branding strategies to improve their attraction of engineering talent to the industry. The purpose of this single case study was to explore corporate image branding strategies leaders use at an aerospace and defense company to attract talent and increase competitive advantage. The framework for this study was the recruitment equity model. The sample population consisted of 5 marketing leaders and 5 talent acquisition leaders of an aerospace and defense company in the eastern region of the United States. The study participants had a minimum of 5 years of experience attracting engineering talent using branding strategies. Data were collected from semistructured interviews and a review of the company's talent attraction plan. The data analysis process included methodological triangulation, coding, and identifying themes. Four themes emerged: having an attractive place to work, using social media to attract talent, ensuring the mission is the basis for attracting talent, and attracting untapped talent. Findings from this study might assist aerospace and defense leaders in implementing corporate image branding strategies that close the gap of talent attraction to the aerospace and defense industry. The implications for positive social change include the potential to increase innovation and reduce national security vulnerabilities by attracting talent to the aerospace and defense industry. The business leaders of aerospace and defense will keep the industry viable by attracting top engineering talent to a workforce that is responsible for eliminating the advanced threats to the nation and its allies.

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