Employer Brand Attractiveness Research Articles

Employer Brand Attractiveness and Organizational Commitment: The Moderating Role of Organizational Support

The primary purpose of this article is to determine the relationship between employer brand attractiveness, which is considered to be critical in achieving sustainable human resource management and organizational commitment, and to reveal the moderating role of perceived organizational support in this relationship. The research was conducted on the employees of 5-star hotels in Manavgat, one of the most popular tourist destinations in Turkey. Data were collected between June and October 2023. The hypothetical model was developed based on the results obtained and was tested using the AMOS program (IBM SPSS AMOS 22). Accordingly, the Process macro (model 1) was found to be the most appropriate model for determining moderating effects. The results of this study revealed a positive relationship between the economic, social, development, and application dimensions of employer brand attractiveness and organizational commitment. On the other hand, it was concluded that interest value did not have a statistically significant effect on organizational commitment. Moreover, it was also determined in the results of this study that perceived organizational support has a moderating role in the relationship between employer brand attractiveness dimensions and organizational commitment. It is believed that the research findings concerning the relationships between the variables and the moderating effect of perceived organizational support will contribute to filling a gap in the relevant literature. In light of the findings, a number of theoretical and practical implications have been presented for tourism and hospitality organizations and academicians on sustainable human resource management.

THE ROLE OF EMPLOYER BRAND ATTRACTIVENESS IN THE HOTEL LABOUR MARKET

The employer brand is seen as part of the intangible assets of a hotel that provides economic, functional, and psychological benefits to current and potential employees. This paper aims to identify and examine the influence of EBA on potential employees in the hotel industry. The study analyses the relationship between the dimensions of employer brand attractiveness and the decisions of potential employees - intent to join hotels and future behaviour. The sample includes 203 final year bachelor’s students and master’s students in the Hotel management course. The results reveal a positive effect of the dimensions of employer brand attractiveness (compensation and benefits, management value, and development and training) on intent to join. Also, the results reveal the effect of the dimensions (work/life balance, compensation and benefits, and development and training) on the future behaviour of potential employees.

Assessing Employer Branding Business Case and Proposing an Employer Brand Attractiveness Model

Employer branding as a field is evolving very rapidly. Organisations are also investing in employer branding for various business needs. The article explores the business case through literature and real business examples. The business cases show that while the generic business cases around attracting and retaining talent still hold, contextual relevance and embedding the new realities and expectations in employee–employer relationship is critical in articulating a relevant business case for the employer brand. One of the missing links in research and practice is a method for evaluating employer brand attractiveness. The article proposes an evolving model for evaluating employer brand attractiveness that could also be relevant to build a business case.

Exploring the Role of Corporate Social Responsibility, Perceived Work Environment and Organizational Reputation in Organization Attractiveness: A Case of Generation Z Students in Indian Higher Learning Institutions

The purpose of this research is to understand the factors affecting attractiveness of an organization to potential talent,specifically among Indian higher education students from Generation Z. The study focuses on the impact of perceived work environment(PWE), social responsibility of organisations (CSR), perceived work environment (PWE), and reputation of organisations (OR) onorganizational attractiveness. With the Zgeneration entering the workforce in large numbers and on track to outnumber previousgenerations, organizations have begun to focus their attention on understanding the unique qualities and preferences of this generation to attract and retain them. This research study has adopted a quantitative approach and collected cross-sectional data using online and offline questionnaires distributed to students from various higher institutions in India. The research tools used in the study were taken from previous studies, and the data collected from 204 respondents were analyzed using appropriate software and evaluated through descriptive statistics, and regression. The results indicate that CSR, PWE, and organizationalreputation significantly influence organizational attractiveness. The research provides valuable inputs for organizations seeking to improve their employer brand attractiveness,particularly among the Z generation. By understanding the preferences and priorities of this demographic group, organizations can design programs and strategies that better align with their values and attract and retain top talent .

STUDY ON ATTRACTING AND RECRUITING TALENTS BASED ON EMPLOYER BRANDING - A CASE STUDY OF VOLKSWAGEN

As China's economy enters a new normal and manufacturing enterprises transform, it has become an irreversible long-term trend for manufacturing industries featuring "cost leadership" to move to second and third-tier cities in China, where manufacturing costs are lower. In a competitive market environment where the demographic dividend is gradually disappearing and the talent competitionis intensifying, how to deal with the challenge of talent attraction in the manufacturing industry, explore new ideas to solve the talent competition challenge, help enterprises attract and motivate and retain talents, and research and construction of employer brand has become an important issue in the practice of enterprise human resource management nowadays. It is also the basis for effective talent attraction and recruitment.
 Based on the research and analysis of the literature on employer brands and factors, this paper selects popular companies in China as research objects and conducts interviews with a group of employees in different cities.
 The results of the study show that there is a difference in the perception of employer brand attractiveness factors between employees in third-tier cities and employees in first-tier cities in Shanghai This difference is also due to the difference in certain characteristics and demands of the employee group At the same time, the employer brand of a company comes from its main body, i.e., employees and the market The employer brand is derived from the feedback of the employees and the market on the unique value and attractiveness of the company, so it is necessary to start from the perspective of employee identification and avoid local perception.

The Covid-19 pandemic as a moderator of relationship between applied project management methodologies and employer brand attractiveness

The Covid-19 pandemic as a moderator of relationship between applied project management methodologies and employer brand attractiveness

Employer attractiveness: generation z employment expectations in India

Identifying the dimensions of the employer brand attractiveness of Indian ‘Generation Z’ students who are prospective employees on an overall basis and for certain segments of students, the study is conducted. Generation Z belongs to the age cohort, which has just started entering the workplace during this study. The study identifies the organizational attributes most significant in attracting Indian Generation Z B-School students to seek and aspire for employment. Segmentation was done based on the student’s gender, specialization, and previous work experience to differentiate the perception factors. Finally, the comparison of Millennials and Gen Z preferred attributes showed a degree of similarity of employer preference attributes for Millennials and Gen Z, as both generations preferred instrumental factors. Still, Gen Z preferred more growth and learning opportunities than Millennials, who favoured compensation and organizational attributes. A sample of 160 Gen-Z B-School students from India is 15 B-Schools were surveyed to acquire the data to meet the requirements.

An Empirical Investigation of the Higher Educational Institutions’ Attractiveness as an Employer

In this competitive global market, where organisations struggle to attract the best talent, providing a unique employer value proposition (EVP), educational sector does not lag behind other sectors. In this study, the researchers tried to identify the dimensions of employer brand attractiveness among higher educational institutions’ potential faculty members. Furthermore, this study compares higher educational institutions’ attractiveness dimensions as employers among potential faculty members based on gender. A sample of 250 potential faculty members of higher educational institutions has been drawn from the national capital region (NCR), India. Confirmatory factor analysis and independent-sample t-test has been used to attain the objectives of the study. The study highlighted that economic value, social value, developmental value, interest value and application value significantly contribute to higher educational intuitions’ employer attractiveness. Furthermore, the independent sample t-test showed a significant difference among male and female potential employees of higher education institutions based on application value. The remaining dimensions, namely economic, social, developmental and interest, do not significantly differ. The study will help the management of higher educational institutions frame their unique EVP to attract quality academic talent.

Organizational reputation: does it mediate the effect of employer brand attractiveness on intention to apply in Indonesia?

This study aims to examine the role of organizational reputation in mediating the influence of employer brand attractiveness on intention to apply. Organizational reputation has an essential role in attracting potential talent to apply for an organization, as organizational reputation is an intangible and valuable resource to gain the competitive advantage that shows the working atmosphere in the organization. The study investigated organizational reputation as a mediating variable on the relationship between employer brand attractiveness as an independent variable and intention to apply as a dependent variable. Data were collected using a self-administered questionnaire that was distributed to 425 respondents. Respondents for this study were final-grade students from public universities in Indonesia. The path analysis technique was used to analyse the data. The result shows that employer attractiveness significantly influences the intention to apply. The result also reveals that employer brand attractiveness significantly affects the organizational reputation. Meanwhile, organizational reputation does not influence the intention to apply. Therefore, organizational reputation does not mediate the influence of employer brand attractiveness on the intention to apply. From this study, organizations can learn how to design programs that can improve employer brand attractiveness, particularly among gen millennials.

Employer brand attractiveness: the effect of demographic variables on career goals

Purpose: This research aimed to observe the differences between respondents’ characteristics based on their career goals as part of employer brand, and to identify effective employer branding. It was important since many businesses failed to attract the best talent due to limited knowledge on organizational attractiveness and employer branding strategy. Design/methodology/approach: The data were collected through self-administered questionnaire. There were 16 items used to represent career goals attributes in employer branding. The data was ordered based on the characteristics’ relative importance and assigned points accordingly (the first rank is scored the highest = 6) and analyzed using a K-related samples test and weighted-mean average computation with ANOVA tables. K-independent samples and a One-Way ANOVA test to identify the differences of career goals preferences. Findings: Results showed that there were various significant different across respondents’ characteristics such as gender, marital status, academic achievement, work experience, and economic background. The differences between each group for the most and the least important career goals can still be observed. The findings for career goals items are generally consistent with the known theories of organizational attraction. Research limitation/implications: The data were collected from business school students. It is limited in that it may not have captured the reflections of potential employees groups in Indonesia whose characteristics combinations of experience and attitudes toward employer brand differed from the sample used. Applying these research findings should be done meticulously. Practical implications: This research offered an interesting insight on the relations of employer brand's attractiveness dimensions, career goals, and individual differences. Based on this research findings, organizations may consider emphasizing on the attributes that are attractive to high-achievers or to one specific gender. Originality/value: This research contributed to identifying how respondents perceive the dimensions ranking of employer brand attractiveness and analyzing the detail characteristics attractiveness (career goals) based on demographic variables. Keywords Employer branding, career goals, gen

Preferirani atributi atraktivnosti brenda poslodavca među potencijalno zaposlenima u hotelskoj industriji

Successful management of preferred attributes of employer brand attractiveness provides appropriate benefits for hotels. The research aim is to examine the preferred attributes of employer brand attractiveness among potential employees in the hotel industry. The research was conducted at the Faculty of Hospitality and Tourism and includes 148 fourth-year undergraduate students and master students studying in Hospitality Management. Descriptive statistics were used in the paper. By analyzing the results, author concluded that the preferred attributes of employer brand attractiveness are career advancement and employee training and development. Employees' desire to work for an employer that provides employee training and development opportunities brings numerous benefits to hotels, since employee development contributes to the creation of high-quality hotel services, more efficient employees, and, thus, better organizational performance. The least preferred attributes of employer brand attractiveness among potential hotel employees are "corporate reputation" and "corporate culture".

Investigating the Effects Employer Brand on the Human Resource Agility through Mediating Role of Employer Brand Attractiveness and Internal Marketing in Company’s Knowledge Base

In today’s business environment, organizations increasingly use branding as a strategic tool that this use of the brand has found a way in the field of human resource. The purpose of this paper is to study the relationship between employer’s brand attractiveness and tendency of Iranian elites to emigrate. We examined the moderating role of migration possibility as well. Therefore, the purpose of this paper is to investigate the effect employer brand on the human resource agility in knowledge based companies in Kurdistan province in 2020. From methodological perspective, the present study is a survey-applied method based on descriptive-survey methods. Required data has been collected through combining and integrating several standard questionnaires with the use of formal reforms. The content validity of the factors was calculated by experts and then the validity of the test structure was confirmed using factor analysis methods. In order to analyze the collected data, Partial Least Square method (Smart PLS) was used. The results confirm the appropriateness of all research hypotheses and have a positive and significant relationship between effects employer brand on the human resource agility through mediating role of employer brand attractiveness and internal marketing in the research model. Also, according to the results the organization provided practical recommendations for managers and planners.

The relationship between brand attractiveness and the intent to apply for a job

Purpose The purpose of this paper is to understand the relation between the dimensions of employer brand (EB) attractiveness and the intention to submit a job application to the organisation. An increase of competitiveness in the business world has resulted in an increased effort by organisations to improve the processes of recruitment and retention of talented professionals, as the human capital of organisations is extremely important for their growth and sustainability. Regardless of an organisation’s size, the difficulties faced in recruiting and retaining highly qualified human capital are tangible. In this sense, the research problem identifies EB as being a strategic element for attracting future employees to work for an organisation. Design/methodology/approach This study used both quantitative (a questionnaire survey) and qualitative (in-depth interviews) data to investigate the perceptions of future and current employees. Findings Evidence from 281 respondents (of which almost 60 per cent belong to the millennial generation) who participated in the quantitative study supports the multi-dimensionality of EB attractiveness, highlighting the importance of economic factors, such as an above-average salary or opportunities for promotion, which are seen to be less important to millennials when considering future job prospects. Interestingly, the results of the qualitative research for current employees show slightly different concerns, in that career progression appears to be crucial. Originality/value The study findings not only offer a basis for research on the dimensions of employer attractiveness, but also, they serve as a managerial guide towards enhancing companies’ ability to attract, retain and motivate talented individuals.

Are they willing to work for you? An employee-centric view to employer brand attractiveness

PurposeThe present study aims to propose a novel employee-centric framework for the study of employer brand attractiveness. This framework disentangles the role of employer attributes, employee benefits and employee perceived value in the study of employer brands to better develop policies for talent attraction. Additionally, this study formulates a research agenda to help advance an employee-centric view of the employer’s brand management by following the tradition of customer-centric research and identifying benefits and forms of value that are yet unexplored.Design/methodology/approachThis paper performs a systematic and critical review of the literature on employer brand attraction from the lens of means-end chains to examine how the notions of “employer attributes”, “employee benefits” and “perceived value” have been addressed in past studies and what relations have been established among these three concepts.FindingsThe results unveil the existing conflation among attributes, benefits and value in the conceptualization of employer brand attractiveness. By proposing an employee-centric framework following the tenets of current consumer-centric paradigms, this paper disentangles the notions of attributes, benefits and value in the creation of attractive employer brands; establishes a hierarchical relationship among them; and suggests studying the multiple paths of relationships between attributes and benefits. These conditions should help organizations understand how to create successful strategies to ultimately ensure that they are selected as employers of choice.Research limitations/implicationsFurther research is needed to clarify the domains in which the already studied empirical relations hold. This could be achieved by conducting a laddering process based on a means–end chain approach. Additionally, the impact of this framework on the construction of effective value propositions and employee market segmentation should be further explored.Originality/valueThis paper has revisited the construct of employer brand from a means–ends approach to propose an employee-centric view guiding employer brand strategies. As competition for the best employees sharpens, understanding how employer brand traits are valued in the eyes of different segments of employees and applicants may help organizations to develop more effective strategies to attract the best talent.

Identify the Relationship between Employer Brand Attractiveness, Job Satisfaction, Organizational Commitment and Workforce Agility in Telecom Industries Based on Structural Equation Modeling (SEM) (Case Study: Huawei Technologies Service Iranian)

The present study aims to introduce the employer brand as a new tool in managing human capital and explaining its impact on job satisfaction, organizational commitment and agility of the workforce. The present study is descriptive of survey type and quantitative method. The statistical population of the study was all employees of Iranian Huawei Technology Services Company. The sample was distributed through simple random sampling. Validity of the content of the factors counted with the opinion of the experts and then the validity of the test construct was confirmed using factor analysis methods. The reliability of the test was also calculated and validated for all variables with respect to Cronbach's alpha. In order to analyze the information gathered by the method of structural equation modeling SPSS and Smart PLS software were used. The results confirm the assertion of all the research hypotheses in the research model, indicating that employer brand attractiveness has a positive and direct role in increasing job satisfaction, organizational commitment and workforce agility in the employees of the Telecom industry. At the end, suggestions were also presented based on research findings.

The impact of reputation and identity congruence on employer brand attractiveness

Purpose – The purpose of this paper is to extend research on employer branding in the recruitment context. The authors develop a model that integrates research from employer branding, social identity theory, and person-organization fit in order to investigate the impact of company reputation and identity congruency between organizations and their job applicants on the attractiveness of an employer brand. Design/methodology/approach – An online survey was conducted to test the theoretical model in a recruitment context in the Norwegian offshore industry. Structural equation modelling is employed in the data analysis. Findings – A key finding is that a company’s reputation and identity congruence between applicants’ self-identities and their perceived organization identity affect job applicants’ job pursuit intentions through mediation of cognitive social identity. Moreover, identity congruence predicts applicants’ cognitive identification with the company. Practical implications – The study suggests that managers should try to map and understand central characteristics that describe job applicants’ identities and strive to provide applicants with access to necessary information about the company to form cognitive identification with the company. Originality/value – The authors extend research on employer branding by incorporating social identity and attitude as mediators between symbolic and instrumental attributes of an employer brand and its attractiveness. This study also deepens research on social identity by including explicitly a comparison process between applicants’ self-identities and their perceived organizational identity, which leads to applicants’ identification with the company.

How to become an employer of choice: transforming employer brand associations into employer first-choice brands

Being a first-choice brand is a valuable asset for an organisation, both for remaining competitive and for attracting potential employees. Despite the considerable research available on linking brand associations to employer brand attractiveness, research on how to become an employer of choice is limited. This article addresses the research gap by investigating employer brand associations that predict status as an employer first-choice brand (FCBe), and by determining how these associations are transferred into preference. Research was based on university students’ evaluations of employer brand associations and identification of their FCBe. Results indicate that work content and work culture of employer brand associations are drivers of being an FCBe, with no support found for effects of salary, advancement opportunities, location or organisational reputation. Importantly, employer brand emotions emerged as a full mediator in the model, indicating that for an FCBe, work content and work culture need to be linked to emotions. These results suggest that only if employer brand associations lead to positive employer brand emotions can an FCBe be established. This study contributes to the literature by being the first to investigate drivers of employer first-choice brand, and to identify employer brand emotions as essential for establishing an FCBe.

Employer brand trust and affect: linking brand personality to employer brand attractiveness

Purpose– The importance of employer branding to attract talent in organizations is increasing rapidly. Brand personality traits, particularly, have been shown to explain considerable variance in employer brand attractiveness. Despite such awareness, little is known about the underlying processes of this effect. The purpose of the authors is to close the research gap by drawing on a consumer brand model of brand affect and trust as a means of explaining employer brand attractiveness.Design/methodology/approach– Students interested in working in the consultancy industry completed a survey designed to evaluate consultancy employer brands. Established scales for brand personality, trust, and affect, and employer brand attractiveness were used to test the conceptual model.Findings– The results indicate that employer brand trust and affect are both influenced by the brand personality trait sincerity. Further, employer brand affect was positively affected by the traits excitement and sophistication, while negatively affected by ruggedness. Together, employer brand affect and trust explain 71 per cent of the variance in employer brand attractiveness.Research limitations/implications– While the results show the importance of branding an organization as a sincere, exciting, and sophisticated employer, future research is needed to identify adequate marketing tools to achieve this goal, also in other industries besides the one investigated here.Originality/value– This study is the first to apply a model that includes brand personality, trust, and affect to employer branding. By doing so, the variance explained in employer brand attractiveness could be increased substantially.

Identifying the Dimensions of Employer Brand Attractiveness: Students' Perspective Vs. Employees' Perspective

Purpose: The purpose of the paper is to find out the most important factor for employer brand attractiveness from the perspective of the students as well the employees. Data Collection: Data was collected from B-school students and middle level employees of Mumbai region. 406 respondents were chosen for the purpose. The data was collected by using an online questionnaire. About 177 responses were received in the students' category and 77 responses were received in the employee category. Data Analysis: The data was analyzed using SPSS. Descriptive statistics and Factor Analysis were used to analyze the data further. The data analysis revealed some interesting results. Managerial Implications: The study would be of great use to the marketers in designing strategies for good employer brand attractiveness. Limitations: The major limitation of the study was the limited sample size.

Identifying the Dimensions of Employer Brand Attractiveness: Students' Perspective Vs. Employees' Perspective

Purpose: The purpose of the paper is to find out the most important factor for employer brand attractiveness from the perspective of the students as well the employees. Data Collection: Data was collected from B-school students and middle level employees of Mumbai region. 406 respondents were chosen for the purpose. The data was collected by using an online questionnaire. About 177 responses were received in the students' category and 77 responses were received in the employee category. Data Analysis: The data was analyzed using SPSS. Descriptive statistics and Factor Analysis were used to analyze the data further. The data analysis revealed some interesting results. Managerial Implications: The study would be of great use to the marketers in designing strategies for good employer brand attractiveness. Limitations: The major limitation of the study was the limited sample size.