A talent value proposition framework for academic staff in a South African HEI

Despite some inroads made into the concept of talent value proposition (TVP), many higher education institutions are yet to appreciate the importance of having a strong TVP as a strategy for attracting top academic talent. The main objective of this research was to develop a unique TVP framework for academic staff in a South African Higher Education Institution (HEI). A compelling TVP appears to be neither a strategic nor operational priority for managing academic talent in many South African HEIs. A qualitative research approach was adopted, using semi-interviews to collect data from management (N=12) of a merged South African HEI. The findings resulted in an integrated TVP framework for academic staff by incorporating the elements of organisational branding (OB), employment branding (EB) and talent life cycle (TLC) processes. Management should therefore take cognisance of the key elements of OB and EB coupled with TLC processes that are needed to create an appealing TVP for academic staff members. This research contributes an integrated framework that higher education management can utilise to implement an appealing TVP that will attract and retain academic talent.