Development and Validation of a Brand Personality Scale for Employers of Healthcare Staff

Abstract

ABSTRACT This paper develops an instrument to measure the brand personality of employers in the healthcare sector. Focus group interviews, literature and internet searches were used to generate an initial item pool. Based on three online surveys among nursing staff, exploratory and confirmatory factor analyses and Rasch modeling were used for factor extraction, scale refinement, and scale evaluation. These analyses show that the employer brand personality can be operationalized as a higher-order construct with the dimensions of status, warmth, competence, and trustworthiness. In particular, these analyses confirm the reliability and validity of the delineated measurement instrument. Healthcare organizations from the public and nonprofit sector can thus use the measurement scale to assess their image as an employer as well as the effectiveness of their personnel marketing activities.