Reconsidering the Dimensionality and Measurement of Employer Brand in the Chinese Context

Abstract

We investigated the dimensionality of employer brand in the Chinese context and developed a scale to assess its underlying dimensions. We conducted 4 focus-group interviews to explore the domain content and components of employer brand. Based on the qualitative interviews, we conducted a survey (N = 912) to develop and validate the employer brand scale. The results revealed a 5-dimensional structure of employer brand in the Chinese context, which implied that explicit functional factors predominate the Chinese employer brand rather than the functional-symbolic structure of that prevails in the Western context. Among the 5 dimensions, work-life effectiveness and organization mark seemed unique to the Chinese context while the other 3 dimensions were similar to those found in the Western context. Testing of a 29-item scale representing the 5 dimensions showed good psychometric properties. This research contributes to the understanding of employer brand and how it is perceived by job applicants in a culture outside of the Western world.