Employer Image and Job Pursuit Intention in the New S-Curve Industries in Thailand: The Mediating Role of Organizational Attractiveness

Abstract

This study examines the mechanism through which organizational attractiveness links the association between employer image and job pursuit intention in Thailand’s new S-curve industries. It makes a significant contribution to research that examines how the pool of possible and young applicants in the developing economies of newly emerging industries can be enhanced. Structural equation modeling is used for data analysis. The findings, based on 520 third- and fourth-year undergraduate students from 20 public universities across Thailand, show that employer image is positively associated with job pursuit intention. Additionally, the association between employer image and job pursuit intention is partially mediated by organizational attractiveness. This is demonstrated using signaling theory and the theory of reasoned action as the overarching framework. Our findings have practical business implications. Specifically, recruiters should give job seekers information about their organizations, especially in the areas of training, job opportunities, and career development. This action can have two effects: it increases the attraction of job seekers to particular organizations; and it can encourage them to apply for jobs at the same organizations.