How to Sell Careers to the Employees you Want to Keep? A Marketing Approach on Career Development

Abstract

In an increasingly competitive economy, employees are the ones who make the difference between organizations. The purpose of this paper is to highlight the relationship between career marketing and gaining a competitive advantage. The literature review conducted for this paper shows that candidates are looking for companies that provide opportunities for their career development and that organizational commitment has been replaced by career commitment. The author has drawn up a conceptual framework of career marketing that shows how marketing techniques can be applied to design career development programs and to gain a competitive advantage.