Employer Attractiveness Research Articles

Rethinking Employer Attractiveness: A Qualitative Exploration of Potential Employees’ Perception of Employer Attractiveness Attributes

Rethinking Employer Attractiveness: A Qualitative Exploration of Potential Employees’ Perception of Employer Attractiveness Attributes

Employer Brand Knowledge (EBK), Sustainability Practices and Employer Attractiveness: A Perspective of Millennial Employees

Employer attractiveness is crucial in talent management as it helps attract, retain, and engage top talent, thereby ensuring a competitive edge and long-term organizational success. This study aims to determine the relationship between Employer Brand Knowledge (EBK) and various dimensions of sustainability practices on employer attractiveness, particularly among Millennial employees. A quantitative research method was employed, with 90 questionnaires collected from Millennial employees in a publicly listed company in Malaysia. The data was analyzed using SPSS version 25.0 to test the hypotheses. The findings reveal that only one dimension of EBK namely employer image has a significant positive relationship with employer attractiveness. Contrary to our expectations, none of the sustainability practices was found to be related to employer attractiveness. This study contributes to a deeper understanding of how EBK influences the perception of employer attractiveness as it not only broadens the theoretical understanding but also provides practical insights for employers seeking to improve their attractiveness to the Millennial workforce. It is also suggested that employers who are more familiar with employees, have a positive reputation, and maintain a strong image are more likely to be attractive to millennials. Implications and recommendations for future research are also discussed in the study.

Configurations of resourceful and demanding attributes of organizational culture in US hotels: An innovative approach using topic modeling and fsQCA

This study distinguishes itself from existing organizational culture studies by investigating the relatively under-studied theoretical relationship between organizational culture and employer attractiveness. To capture the holistic nature of organizational culture theory, this study adopts configurational analysis, which contrasts resourceful cultural attributes (collaborative, employee development, and fair-compensation cultures) with demanding attributes (result-oriented, overworked, and job-insecurity cultures). This study proposes three configurational propositions of employer attractiveness and employs review-based topic modeling and fuzzy-set quality comparative analysis (fsQCA) to overcome the limitations of traditional survey-based measurement and regression analysis. For the empirical analysis, this study constructs an industry-wide dataset comprising 2209 quarterly samples from 157 hotels over six years, utilizing 54,889 employee reviews posted on Glassdoor in the United States. Topic modeling analysis adopting Latent Dirichlet Allocation extracts the probabilities of six cultural attributes. Finally, the fsQCA generates three groups of 13 configurations, leading to employer attractiveness: a fully resourced culture, a resourced and low-demanding culture, and a fairly compensated overwork culture. The findings confirm the core concepts of configurational analysis in contrast to regression analysis and present novel theoretical, methodological, and practical implications.

Analysis on the Influence of Employer Branding Strategies with the Desires of Generation Z to Attract Potential Talent in the Start-Up Company: A Case Study of Andalin

The purpose of the research is to understand the factors that affect employer branding, particularly in the context of Generation Z employees in startup companies. Startups have emerged as a prominent career option for Generation Z in the current globalization era, due to their innovative and dynamic work environments. The goal of this study is to determine which aspects of employer attractiveness align with the aspirations and values of Generation Z, specifically analyzing PT Eximku Teknologi Indonesia (Andalin). The study used a qualitative methodology, involving in-depth interviews with internal Andalin and external startup employees. The purpose of the data collection is to identify how employees vary in their responses to the various aspects of employer attractiveness, such as Social Value, Development Value, Application Value, Safety Value, and Economic Value. According to the study, Andalin employees are largely satisfied on most criteria except Economic Value, where some respondents believe their workload is not appropriately provided. External respondents are dissatisfied with most characteristics, except for social, developmental, and economic values, demonstrating a lack of organizational belonging and long-term job stability in startups. Notable results indicate that social media efficiently showcases the working environment to Generation Z and attracts their attention, demonstrating how it is so important for employer branding. Another suggested strategy to increase awareness of the company's culture, vision, mission, and core values of the company is to improve the career website. Furthermore, offering complimentary educational or developing skills courses is suggested as an efficient way of underlying continuous development within the organization, which results in attracting potential employees.

This (AI)n’t fair? Employee reactions to artificial intelligence (AI) in career development systems

AbstractOrganizations increasingly implement AI for career development to enhance efficiency. However, there are concerns about employees’ acceptance of AI and the literature on employee acceptance of AI is still in its infancy. To address this research gap, integrating justice theory, we investigate the effects of the deciding entity (human, human and AI, and AI) and the impact of the data source (internal data, external data), on employees’ reactions. Using a scenario-based between-subject design, displaying a common situation in organizations (N = 280) and an additional causal-chain-approach (N = 157), we examined whether a decrease of human involvement in decision making diminishes employees’ perceived fairness and satisfaction with the career development process and increases their perceived privacy intrusion. Although we also considered other data sources to moderate the proposed relationships, we found no support for interaction effects. Finally, fairness and privacy intrusion mediated the influence of the deciding entity and data source on turnover intention and employer attractiveness, while satisfaction with the process did not. By addressing how the employees react to AI in career development–showing the negative reactions, our study holds considerable relevance for research and practice.

You get what you expect: assessing the effect of a compressed work schedule on time pressure, fatigue, perceived productivity, and work-life balance

ABSTRACT With a refreshed surge of interest in alternative work schedules, such as the compressed workweek, as a tool to increase employer attractiveness, the question of the effects of such work arrangements recurs. In light of inconsistent research findings, we examined the effects of the implementation of a four-day compressed workweek on time pressure, fatigue, perceived productivity, and work-life balance within a construction company. Moreover, we investigated the effect of employee expectations. Drawing on longitudinal data (N = 247) and using Latent Change Score Modelling (LCSM), we found that work-life balance increased while fatigue and time pressure decreased. Three months after implementing a compressed work schedule, perceived productivity remained stable. These effects were contingent on individuals’ expectations regarding the effect of the compressed schedule. The results highlight the importance of employee expectations in shaping the outcomes of the adoption of alternative work schedules.

Corporate social responsibility and job pursuit intention: the role of job seekers’ perception on employer prosocial orientation, value congruence and employer attractiveness

PurposeThis study aims to examine the relationship between corporate social responsibility (CSR) and job pursuit intention (JPI), and the role of job seekers’ perception on employer prosocial orientation, value congruence and employer attractiveness in this relationship. CSR is measured based on internal and external CSR.Design/methodology/approachBy adopting quantitative approach, data was obtained through survey questionnaire from 420 bachelor’s degree university fresh graduates from five universities in Malaysia who are actively seeking for jobs. Data was analysed using structural equation modelling technique.FindingsResearch findings show that internal and external CSR positively impact job seekers’ perception of employer prosocial orientation. Job seekers’ perception towards employer prosocial orientation has a significant positive impact on value congruence. Value congruence has a significant positive influence on employer attractiveness. Finally, employer attractiveness has a significant positive impact on JPI.Practical implicationsThe findings are useful for human resources management. Organisations (employers) should focus on effective internal and external CSR practices through a prosocial orientation approach to attract the best talents and create a strong position in the job market.Originality/valueThis study extends the Signalling Theory and P-O Fit theory by applying them to an entirely different context of CSR and JPI, by incorporated the holistic job seekers’ psychological processes of the recruitment signals (internal and external CSR), signalling process and person-organisation fit (perception on employer prosocial orientation, value congruence and employer attractiveness) thoroughly.

Unequal gender‐based attraction toward public sector employment in China: The role of perceived discrimination and public service motivation

AbstractPromoting demographic diversity and representation in the public sector workforce is a critical prerequisite for achieving social equity. This study investigates gender differences in public sectoral preference in China, subsequently exploring the underlying mechanisms that cause such a gender gap. Based on social psychological theories, this study develops and tests a moderated mediation model that examines public service motivation (PSM) as the mediating mechanism and perceived discrimination as the moderator. Utilizing the nationally representative China Education Panel Survey, our findings suggest a strong gender effect regarding the attractiveness of public sector employment in China. In terms of the specific mechanism whereby gender helps predict public sectoral preference, PSM indeed plays a mediating role. Specifically, the gender gap in public sector employment will be further widened by PSM when perceived discrimination is high. Overall, this study contributes to the extant literature by exploring the effects of gender on public sector preferences and to the practice by helping policymakers ideate solutions to enhance diversity effectively.

Interplay of national and firm environmental, social, and governance performances: Reshaping multinational enterprises' employer attractiveness across home and host countries

AbstractIn this study, we emphasize the pivotal role of national environmental, social, and governance (ESG) performance, encompassing both host and home countries, in shaping the implications of firm‐specific ESG performance for the attractiveness of multinational enterprises (MNEs) as preferred employers. Our research puts forth three hypotheses. First, we propose that superior ESG performance by MNEs will exhibit a positive relationship with their perceived appeal as employers. Second, we theorize that higher national ESG performance in the home country will amplify the positive relationship between an MNE's ESG performance and its attractiveness as an employer. Lastly, we posit that superior national ESG performance in the host country will similarly strengthen the positive association between an MNE's ESG performance and its desirability as an employer. The empirical data robustly supports these hypotheses.

Attracting Generation Z: How Employer Attractiveness and Prestige Affect Application Decisions

This study was conducted to investigate the influence of employer attractiveness and prestige on job intention to apply for higher education students in Yogyakarta. Data in this study was obtained through online questionnaires distributed to students, with a total of 78 validated answers. The multiple regression analysis used as the research methods using the SPSS software. The hypothesis results showed that there was no positive and significant influence between employer attractiveness on intention to apply. However, there is a positive and significant influence between employer prestige on the intention to apply.

Strategic management of internal employer branding – guerilla strategies to engage and retain top employees in a challenging workforce environment

IntroductionIn a globalized and constantly evolving employment environment, it is imperative that organizations cultivate effective employer branding strategies to maintain competitiveness and attractiveness. These would allow them to obtain unique advantages in the market but also support for the internal employer brand. Despite the critical role of employer branding in attracting and retaining top talent, there remains a gap in understanding its relationship to HRM practices and employee perceptions of those practices. The purpose of this research was to investigate the correlation between human resources management practices and employer branding measured through organizational attractiveness and seen from the employees’ perspective. Additionally, to find out if there is a significant difference between the private and public sector in terms of the perception of HRM practices influencing organizational attractiveness.MethodsA questionnaire was applied to 800 respondents, employed in various positions in private and public sector organizations in western Romania. Two scales were applied to evaluate human resources management practices and the employer’s attractiveness from the employees’ perspective.ResultsFindings indicate a direct and positive relation between HRM practices and organizational attractiveness, with particular emphasis on performance appraisal practice, training and development, and work-life balance practices. When it comes to private sector, the significant practices influencing organizational attractiveness are performance appraisal, safety, and work-life balance practices, whereas in the public sector we have training-development and performance appraisal practices.DiscussionThese results underline the role of human resource management in strengthening internal support for the employer brand and increasing overall employer attractiveness. The more appropriate human resource management practices are in the perception of employees, the more attractive the organization is perceived as an employer.

How Does Corporate Image Attract Job Seekers – An Empirical Study of Moderated Mediation of Employer Image in Macao Food & Beverage Industry

While organization image and employer image are two constructs highlighted in the employer attractiveness studies, what relationship between two images is yet unknown. This paper aims to investigate the relationship between two constructs, and further the employer image research from Younis and Hammad in 2019. The empirical study utilized self-administered questionnaires to collect primary data of employees in Macao Food and Beverage industry. From November 2022 to April 2023, 303 valid samples were recruited and organized. Using SPSS and Amos statistical software, the study found that both corporate image and employer image are predictors of organization attraction, and employer image plays as a partial mediator of employer attraction model. Simultaneously, organization attraction predicted job seekers' application intentions and person-organization fit has been significantly affecting the process of mediating and moderating process of hypothetical conceptual model. Findings suggested that an attractive employer brand could help improve the efficiency and effectiveness of recruitment. This study provided marginal contribution to the employer brand research and offers practical implications for the Macao Food and Beverage Industry. Theoretically, the study found effects of image transmitting in predicting organization attraction between corporate image and employer image and person-organization fit role during the transmission. In the practice, managers should consider different images when building organization attractiveness and highlight communication between organization image messages (corporate image and employer image) and recipients (job seekers), and to maximize effects of recruitment. More studies should be conducted to understand how different images are transferred.

Unravelling the spatial directionality of urban mobility.

As it is central to sustainable urban development, urban mobility has primarily been scrutinised for its scaling and hierarchical properties. However, traditional analyses frequently overlook spatial directionality, a critical factor in city centre congestion and suburban development. Here, we apply vector computation to unravel the spatial directionality of urban mobility, introducing a two-dimensional anisotropy-centripetality metric. Utilising travel data from 90 million mobile users across 60 Chinese cities, we effectively quantify mobility patterns through this metric, distinguishing between strong monocentric, weak monocentric, and polycentric patterns. Our findings highlight a notable difference: residents in monocentric cities face increasing commuting distances as cities expand, in contrast to the consistent commuting patterns observed in polycentric cities. Notably, mobility anisotropy intensifies in the outskirts of monocentric cities, whereas it remains uniform in polycentric settings. Additionally, centripetality wanes as one moves from the urban core, with a steeper decline observed in polycentric cities. Finally, we reveal that employment attraction strength and commuting distance scaling are key to explaining these divergent urban mobility patterns. These insights are important for shaping effective policies aimed at alleviating congestion and guiding suburban housing development.

Attitudes toward sustainable development and employer brands: comparing generations X, Y and Z in two countries

PurposeThis study investigates how sustainability influences employer branding across generational cohorts – Generations Z, Y and X – and between two neighboring countries, Slovenia and Croatia, with different economic development levels.Design/methodology/approachA comparative cross-generational survey was conducted among respondents from Slovenia and Croatia to assess the impact of sustainability on employer brand perception. The survey explored generational attitudes toward sustainability and its integration into the employer value proposition.FindingsThe study found that all the generational cohorts view sustainability as an important factor in their evaluation of employer brands. Generation X showed the most favorable attitude toward sustainability, followed by Generation Z, highlighting the need for organizations to communicate sustainability efforts effectively to attract these groups. However, there were subtle differences between the countries, with Slovenian respondents indicating a slightly higher preference for sustainable practices. Additionally, while Generation Z may not have the same financial leverage as Generation X, their high valuation of sustainability in employer branding demonstrates their future influence as they enter the workforce.Research limitations/implicationsLimitations include the survey’s conceptual framing, which may be inherently biased toward the more affluent Generation X’s capacity to prioritize sustainability and the focus on USA-based generational definitions, which may not be fully applicable across different cultural settings. Future research could address these limitations by refining the conceptual approach and expanding the sample to include more diverse geographical contexts.Originality/valueBy comparing responses from two economically distinct neighboring countries, the study reveals complex inter-generational dynamics and national contexts affecting sustainability’s role in employer attractiveness.

Communication as a Key Performance Indicator in Employer Branding in the Context of the Social Economy-A Quantitative Study.

Performance measurement refers to the systematic evaluation and analysis of the performance and results of business processes, initiatives, or strategies. This study discusses the crucial role of communication using signaling theory in employer branding in the context of the social economy organization (SEO). The aim is to measure employee satisfaction in concrete terms and to determine the status quo of the communication culture of the organization under investigation in order to develop an employer branding strategy based on the results. The authors use an employee survey as a quantitative research method and limit the data collection to the EU member state of Germany considering the research background. The results provide insights into the specific communication policy in relation to employer branding. The focus here is on (digital) communication. Organizations need to understand how communication strategies directly influence the perception of the employer brand in the social economy. Furthermore, practical implications are derived in order to increase employer attractiveness. Concrete recommendations of action for SEOs should help them be successful in the competition for qualified specialists and talent.

Traction with fraction: Strategic IS management in SMEs through Fractional CIOs

Small and medium-sized enterprises (SMEs) increasingly need to manage information technology (IT) effectively in order to remain competitive. However, compared to larger organizations, SMEs often face challenges in terms of resources and employer attractiveness, and regularly do not have the need to employ a Chief Information Officer (CIO) on a full-time basis. To address this issue, a growing number of global experts have begun to provide CIO services on a part-time basis for multiple clients simultaneously. This approach allows SMEs to tap into the expertise of experienced IT leaders at a fraction of the cost and without committing to long-term arrangements. While these professionals, known as “Fractional CIOs”, have proven their value in the field, there has been a lack of academic research on this emerging trend. Therefore, we carried out a comprehensive research project between 2020 and 2023, involving 62 Fractional CIOs from 10 countries. The research produced a definition, different types of engagements, and success factors for Fractional CIOs and their engagements. This paper summarizes these findings for a wider audience of academics and practitioners.

Understanding Employer Attractiveness for Generation Z in the IT Industry

Purpose: This research delves into understanding the selection criteria of Generation Z, specifically those with an IT education background, in choosing potential employers. The study aims to bridge the gap in knowledge regarding employer attractiveness from the perspective of this emerging workforce cohort.
 Design/Method/Approach: A quantitative approach was employed, utilizing a survey method to gather data. The study predominantly targeted students from an Austrian business school, resulting in a sample size of 156 respondents. The survey included a Conjoint Analysis to evaluate various employer attributes.
 Findings: The findings highlight the significance of workplace flexibility, Work-Life Balance, and meaningful, varied job tasks for Generation Z. Salary emerged as a crucial factor influencing their choice of an attractive employer. While symbolic attributes were slightly more critical than instrumental ones, no significant impact of professional experience on the perceived relevance of symbolic attributes was found.
 Theoretical Implications: The study enriches the Instrumental-Symbolic Framework by validating the importance of symbolic attributes for Generation Z.
 Practical Implications: Practitioners can leverage these insights to tailor their Employer Branding strategies to attract Generation Z, focusing on flexible work arrangements, meaningful work, and competitive salaries.
 Originality/Value: This research provides new insights into the preferences of Generation Z in the IT sector, highlighting the nuanced differences in their employer selection criteria compared to previous generations.
 Research Limitations/Future Research: The study’s limitations include its focus on two specific educational institutions and the lack of rural-urban differentiation among respondents. Future research could explore these criteria across diverse geographic and institutional contexts.
 Paper Type: Empirical
 JEL Сlassіfіcatіon: J24, M12, M51

Kommunikation als KPI im Employer Branding im Kontext der Sozialwirtschaft – eine Fallstudie

The performance of a company is measured using a complex system of interconnected criteria. Furthermore, the crucial role of communication using signal theory in employer branding in the context of social economy organizations (SEO) is discussed. The aim of this article is to explore the interactions between SEO’s communication strategy and its employer brand. The authors use a case study as a qualitative research method and, due to the research background, limit the data collection to the EU member Germany. The results provide insights into the specific challenges and opportunities SEO faces in relation to employer branding. Particular attention is paid to the role of (digital) communication. An understanding can be developed of how the design and implementation of communication strategies have a direct influence on the perception of the employer brand in the social economy. Furthermore, practical implications are derived in order to specifically optimize communication approaches and at the same time increase employer attractiveness. This article contributes to understanding the connections between communication and employer branding using signaling theory. At the same time, concrete recommendations for action are formulated for SEO to be successful in the competition for qualified specialists and talent.

EMPLOYER BRAND PROMOTION: DOES IT REALLY MATTER IN TRANSITION COUNTRIES?

The employer brand refers to the reputation that an organisation has as an employer. The employer brand can be influenced by all the information that the organisation puts out about itself, as well as by all the actions it takes. A positive and strong employer brand has a direct impact on the attraction of quality candidates, their engagement, and retention of current employees. That is why contemporary organisations use all available communication channels to promote their employer brand, i.e. their values and unique culture. In contemporary business environment, the internet and social media represents the primary channel of communication with stakeholders, including job candidates. Additionally, continuous use of the organisation’s website can enhance employer attractiveness, support the recruitment process, deliver job-related information, and strengthen their image. The main purpose of this research is to explore the level of employer brand promotion via company websites in the context of transition countries. The aim of the conducted empirical research is to acquire new empirical insights in the fields of human resource management and employer branding. A total of 303 large companies from Bosnia and Herzegovina were included in the empirical research. The analysis was performed through a targeted search of the official websites of the observed companies. The collected data were analysed using descriptive statistics and analysis of variance. As expected, the data analysis indicated that organisations operating in Bosnia and Herzegovina do not recognize the importance of the organisation’s website in promoting the employer brand and establishing two-way communication with potential job candidates. Regardless of the fact that in the structure of large companies in Bosnia and Herzegovina dominated companies that require lower-skilled labour, employer branding is a useful management tool that contemporary organisations use in the labour market competition. In this context, the use of all available means of communication, including the company website, is the right approach that can attract quality job candidates.

Employer Branding – Employer Attractiveness as a New Mindset in the Healthcare Sector

Abstract The shortage of skilled labour, demographic change and ever-increasing cost pressures are presenting healthcare organisations with key challenges in the areas of strategy, leadership and portfolio management. In the Federal Republic of Germany, there is an acute shortage of skilled workers in 352 of 801 occupational groups (44% of all occupational groups). Effective employer branding is the only way to sustainably increase employer attractiveness and generate competitive advantages on the labour market. Employer branding is the identity-based development and positioning of a company as an attractive employer. The aim of the article is to identify relevant characteristics of employer attractiveness, which can be located in particular in the perception of IT specialists. The identification of these characteristics should help organizations to optimize their personnel policy in the long term. The authors chose the mixed-methods research approach. The hypothesis system is conceptualized and operationalized within the framework of structural equation modelling (SEM). The practical relevance of the findings from the quantitative research is examined in expert interviews. The data analysis is based on qualitative content analysis according to Kuckartz. Due to the research background, data collection is limited to the EU member state Germany. The shift in the balance of power in the labour market towards employees is not a development that can be limited to Europe. In a globalized world, companies have access to a wider talent pool, but are also exposed to increased competition for the best talent. A strong employer brand enables companies to stand out and attract top talent. The empirical results show that a positively perceived employer attractiveness can achieve the employer branding goals of recruiting employees and retaining them in the long term. The clever combination of tangible and intangible benefits, embedded in a modern corporate and error culture (mindset), is decisive in determining whether qualitative growth of the organization is possible.