Abstract
In the light of a long-term rising focus on human resources as the essential for a competitive advantage of the organisations, human resource management intersects with marketing policies and tools to help organisations to attract and retain potential employees. Therefore the paper attempted to replicate a model by Sivertzen et al. (2013) which investigate the factors of em-ployer branding strategies. The study tested the relationships between the dimension of em-ployer attractiveness scale and the use of social media in relation to applying for a job and to corporate reputation. The model is replicated with extension of different industries and was tested on two larger samples compared to the original paper. An electronic questionnaire was distributed to computer science students and students of economics at universities in the Czech Republic. The model is analysed on the basis of 337 responses related to three well-known com-puter-based companies and 290 responses related to three well-known economics-based com-panies operating on the Czech market. The analysis was processed in R statistical software using the structural equation modelling. The purpose of the replication with extension is to verify the original results and provide additional evidence that helps to build a cumulative body of know-ledge when building essentials of emerging human resource marketing field. The findings indicate that several employer attractiveness attributes could have a positive relation to corporate re-putation. However, it differs between industries. The validation of the employer attractiveness scale resulted in different dimensions than in the original study. New dimensions with different indicators are proposed. The positive relation between the use of social media and corporate reputation, use of social media and intentions to apply for a job and as well corporate reputation and intentions to apply for a job are suggested by the results.
Highlights
A sustained competitive advantage is the ultimate goal of every company, but views on how to achieve this have changed over time
We conducted a replication of the model of Sivertzen et al (2013), which investigates relationships between employer attractiveness, corporate reputation, use of social media and intentions to apply for a job
The model proposed four hypotheses which described possible relationships between four constructs, i.e. the relationship between employer attractiveness and corporate reputation, corporate reputation and intention to apply for a job, and relationships between social media and reputation, and social media and intentions to apply for a job, as a possible mediation variables
Summary
A sustained competitive advantage is the ultimate goal of every company, but views on how to achieve this have changed over time. RBV transformed the thinking about strategic management and made available new strategic options for companies This view emphasizes internal resources (as a shift from external) as a starting point for organizational success, and as the resources which determine the sustained competitive advantage of a company (Barney, 1991). Today, managing human capital as a part of strategic planning now is a must if the company wants to be or remain competitive and successful (Armstrong & Taylor, 2014) The validity of this change of strategic view has been made clear by other reasons such as slightly changed labor market conditions as well as greater competition among companies for the best employees. Employer branding has been proposed as an effective way for companies to differentiate themselves from competitors and to gain a competitive advantage in the labor market effectively and strategically (Collins & Stevens, 2002; Highhouse et al, 2003)
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