Employer Branding Dimensions Research Articles

Empirical illustrations of student’s perception of a preferred employer brand

PurposeTo examine the employer brand attributes that attract students to various organisations. This paper studies the perceived importance levels of students in the context of employer brand dimensions.Design/methodology/approachThis paper is based on a well-administered and structured questionnaire with survey results to test the effectiveness of the employer brand model. The researcher received a convenience sample of 416 filled questionnaires out of the 550 distributed questionnaires. Independent sample and paired sample t-tests were run to test the hypotheses.FindingsDevelopment value emerged as the most potent factor, whereas interest value emerged as the least favoured characteristic of an employer brand. Further analyses revealed no significant differences regarding the perceived levels of importance for dimensions of employer brand in relation to gender. Distinct significance levels are associated with various dimensions of employer brand, so companies should carefully emphasise and facilitate those dimensions. The managers could design their job advertisements to attract skilled employees based on the essential values depicted in this study.Originality/valueThe study contributes valuable suggestions for organisations to formulate an effective employer brand for successful recruitment strategies.

Employer Brand and Business Performance: The Role of Intellectual Capital

Intangible assets play a vital role in the hotel industry, in general, and can also ensure the sustainability of a business during a crisis. The aim of the paper is to identify the impact of employer brand on the business performance of hotel companies, including the mediating effect of intellectual capital as an element of intangible assets. The research was conducted among managers who are employed in 92 hotels, and who evaluated the dimensions of the employer brand, business performance (organisational performance and market performance), and intellectual capital. The research hypotheses were tested using partial least squares structural equation modeling (PLS-SEM). The research model has supported the full mediating effect of intellectual capital between most of the employer brand dimensions and business performance. Results confirm the contribution of the employer brand to the business performance, with the support of intellectual capital and indicate the necessity of mutual use of intellectual capital and employer brand as key assets in a crisis.

Employer Branding to Improve Employee Loyalty after a Business Merger in PT Pelindo Terminal Petikemas

In today’s world, solid employer branding is important for any company or organization. Ambler & Barrow (1996) defined employer branding as the process of building and promoting a company’s reputation as an employer. Ilyas et al. (2020) stated that employer branding has a strong positive relationship with employee loyalty and the extent to which employees are committed to their organization and its goals. When a business goes through a merger, employee loyalty becomes an important factor in ensuring the company’s productivity, which is something that PT Pelindo Terminal Petikemas and some other Indonesian State-Owned Enterprises have gone through in recent years. The primary research objective of this study is to identify the specific aspects of employer branding that can be prioritized by PT Pelindo Terminal Petikemas to enhance employee loyalty. The methodology used is primarily quantitative research with correlational analysis as the statistical model, however, additional qualitative data was also collected and analyzed. The primary data were acquired through an online questionnaire given to the employees of PT Pelindo Terminal Petikemas. This study concludes that employer branding and employee loyalty have a strong positive significant correlation. Furthermore, it was also found that the employer branding dimensions with the strongest correlation with employee loyalty are organizational culture, ethics and corporate social responsibility, and diversity. PT Pelindo Terminal Petikemas can focus on improving the organizational culture, ethics and corporate social responsibility, and diversity aspects of employer branding to improve employee loyalty. The research also provides actionable solutions for PT Pelindo Terminal Petikemas to further strengthen its employer branding and improve employee loyalty.

Evaluating the employer branding mix model: a study in the Spanish healthcare sector

PurposeThis research examines the applicability of the Employer Branding (EB) Mix model developed by Rayón et al. (2022), one of the few empirically validated models, to promote organizational commitment within the context of the Spanish healthcare sector.Design/methodology/approachA questionnaire was administered to 310 employees of a national company in the Spanish healthcare sector. Several multiple regression models were run between the EB dimensions and those of employees’ organizational commitment.FindingsThe results show that the elements of the EB Mix model have a positive relationship with employee’s commitment, especially affective and value commitment.Research limitations/implicationsThe existence of causality cannot be affirmed, in view of the sectional design with a single sample taken from the Spanish private healthcare sector. Additionally, it would be worth extending the analysis of the effect of the EB Mix model on the behavior of potential employees.Practical implicationsThis research is extremely relevant, given that it can help organizations in the health sector to implement EB programs. The model is an effective tool for retaining human talent and can generate a competitive advantage for organizations that use it.Originality/valueThe EB Mix model presents a conceptually-based and empirically validated model that incorporates the perception of employees as co-creators of the internal brand, which promotes the democratization of organizations and includes the four Ps of the marketing mix.

Value-Based Employer Branding to Attract and Retain Millennial Doctors at Hospitals in Indonesia

Purpose: In the face of competition, hospitals must attract and retain the best talent, such as millennial doctors. This study seeks to assess the dimensions of employer branding that influence recruiting and retaining millennial doctors. Theoretical Framework: This study is grounded in the theoretical concepts of employer branding and generational work values. It specifically examines the influence of employer branding on job choice and retention among millennials, integrating theories from marketing, human resource management, and generational studies. Design/Methodology/Approach: The research adopts a quantitative methodology, surveying 265 millennial-generation doctors across several hospitals in Bandung, Indonesia. Data were collected through structured questionnaires focusing on various dimensions of value-based employer branding. Statistical analysis was used to evaluate the data and draw conclusions. Findings: The research found that Indonesian hospitals are generally perceived as having good value-based employer branding. Key dimensions that emerged as most critical for attracting and retaining millennial doctors include social, development, and application values. These findings suggest a distinct set of priorities and preferences among millennial medical professionals. Research, Practical & Social Implications: The study's results have implications for hospital management and policymakers. It highlights the importance of aligning employer branding strategies with the values and expectations of millennial doctors. Practically, it guides hospital leadership in policy formulation and establishing work practices that resonate with this demographic, potentially improving recruitment and retention rates. Originality/Value: This research contributes to the existing literature on employer branding and generational work values, specifically within the healthcare sector in Indonesia. Its novel focus on millennial doctors in Bandung hospitals provides fresh insights, enhancing an understanding of how digital media and value-based branding can be leveraged in human resource strategies.

Employer Branding Phenomenon: A Systematic Review Conceptualization at Higher Education Institutions

This research aims to uncover the dimensions of employer branding (EB) that attract and retain employees working at the university, both lecturers and education personnel. This research uses a systematic literature review with the PRISMA diagram. The database used comes from Scopus and Emerald with journal criteria, open access, English language, obtained 6 articles to be analyzed. The dimensions used are social values, development values, diversity, economic values, interest values, reputation values, working environment values, and work life balance. Some use Reward strategy, People orientedness, Leadership development to measure employer branding. In addition, it uses the EB dimension of employee retention and employee attraction. This study examines the object of employer branding research in higher education related to exploring the dimensions of the perspective of academic workers including lecturers and education personnel. In addition, it finds the grand theory used in constructing employer branding.

Employer branding: A strategy to enhance organizational performance

Employer branding has gained considerable interest in theory and practice, however, current hotel management literature has neglected to investigate the dimensional influence of employer branding on organisational performance through the mediating and moderating mechanism. To fill these gaps, based on the branding theory, this study aims to examine the sequential mediating role of organisational commitment, employer brand loyalty, and employee retention between employer branding dimensions and organisational performance. The results of this study led to the acceptance of all the direct and mediating hypotheses except one which is the mediating path of ethics and corporate social responsibility. The findings also revealed the insignificance of the moderating role of interdepartmental communication on employee retention and performance. The findings of this research highlight that by developing better employer branding standards, hotels can position themselves as top employers of choice to improve organisational performance.

How the interplay of social media usage and online reviews generate intention to apply for a job vacancy: an employer branding-based agenda

PurposeThis study aims to explain the relationship between employer branding, social media, online reviews and intention to apply for a job vacancy (IAJV), which organizations should ponder upon while designing branding campaigns.Design/methodology/approachThe sample belongs to 385 final-year management graduates and postgraduates enrolled in central universities in the state of Uttar Pradesh, India. The dual mediation model is tested by regression and PROCESS macro.FindingsOut of five employer branding dimensions, three (corporate social responsibility, healthy work atmosphere and training and development) were found to be significant predictors of IAJV. On the other hand, the dimensions of compensation and benefits and work-life balance did not influence candidates’ intention to apply for a job. The findings indicate that social recruiting could act as an effective tool for leveraging an organization’s image as an employer and could communicate unique brand values to the target market. Moreover, review whether positive, negative or neutral attributes could help job seekers affirm and reaffirm employer branding attributes before applying for a job.Originality/valueStudies in social media and employer branding areas lag far behind in practice, and the present research attempts to fill this research gap. A further contribution of this research work will be to assess the role of reviews for a meaningful analysis of potential employees’ intentions to apply in an organization.

Employer branding dimensions: An adapted scale for Eastern Europe

ABSTRACT We aim to identify and validate the key dimensions of the employer brand scale in Romania, based upon an online survey with 310 participants. Confirmatory factor analysis and regression analysis are used to demonstrate that the measurement of employer brand used in Western contexts needs to be adjusted in Romania. A second order construct shows that only four dimensions are relevant: development, social, economic, and interest value (not the application value). We recommend changes to the scale of employer attractiveness and demonstrate that the modified scale predicts positive work outcomes, such as job satisfaction, which further underscores its relevance for employee recruitment. The insights are important for practitioners in Romania, as they provide an appropriate tool for evaluating and designing employer branding strategies. Our results confirm the importance of employer branding strategies in the form of employer attractiveness dimension enhancements for recruitment and retention. Our research also expands knowledge on employer branding by showing that employer attractiveness is associated with positive work outcomes.

Influence of Employer Branding Dimensions on Generation Z Women’s Intention to Apply For a Job with Person-Organization Fit as Mediating Variable

An organization's innovation potential is highly correlated with its ability to use its intellectual and organizational knowledge resources. Consequently, hiring high-potential individuals is one of the key issues for businesses looking to maintain a competitive advantage in the sector. However, the workforce is experiencing a demographic shift as Generation Z enters the job market in significant numbers. Given that Generation Z will ultimately dominate the workforce, this demographic shift poses a long-term challenge for businesses to understand their demands, preferences, and factors impacting their interest in applying for jobs. Additionally, establishing gender equality and increasing the involvement of women in the workforce are top recruitment goals for businesses today. In light of these circumstances, this study examines how different aspects of employer branding influence Generation Z women's intention to apply for a job and whether the person-organization fit plays a mediating role. The research employs a quantitative approach, distributing questionnaires to 335 female students of Generation Z at Bandung Institute of Technology, which will be analyzed using PLS-SEM (Partial Least Squares Structural Equation Modeling). The findings demonstrate that within the context of Generation Z at Bandung Institute of Technology, four of the five employer branding dimensions—development, economic, application, and interest value—significantly and positively impact the intention to apply for a job. However, the study also indicates that person-organization fit does not act as a mediating variable in this regard. This research offers valuable insights to companies, allowing them to improve their existing employer branding strategies and enhance their recruiting and talent acquisition approaches. By effectively attracting, engaging, and retaining Generation Z women in the workforce, companies can foster greater gender diversity and equality in the present job market.

Impact of Employer Branding on Employee Retention During COVID-19: An Empirical Study on Private Academic Institutions

In the present scenario of COVID-19 pandemic, where employability and job security are at stake, employees are interested to work in an organisation with high brand value so that their future is secured enough to deal with the economic situation of the country. Be it in India or any other country, employee always want to get attached to a brand so that their self-market value increases. It is believed that employee attached to a bigger brand is in more demand when it comes to recruiting candidates for an organisation. Likewise, bigger brands having diversified businesses are less prone to fluctuate economically in adverse situations like COVID-19. Employer branding is an important element when it comes to retaining employees. Employees retain themselves with a brand to increase their market value. So employer branding along with its dimensions is believed to affect employee retention to a greater extent during this pandemic. The authors have found out number of dimensions related to employer branding and tied to link those dimensions with the employee retention to find out if there exists any relation between them. The authors have conducted this study in private organisations especially academic firms in India. The basic objective of the study is to identify the dimensions of Employer Branding during COVID-19. The main objective is to identify the impact of Employer Branding on Employee Retention during this pandemic. A structured questionnaire was designed to collect data on the dimensions related to Employer Branding. The sample size of the study is 450. The convenient sample technique was used for data collection. Correlation, Regression and ANOVA technique is used for hypothesis testing. It is found that there exists positive relationship between various dimensions of Employer Branding and Employee Retention & there is a positive impact of Employer Branding on Employee Retention during COVID-19

The progression in employer branding and employee based brand equity: Scholar API based systematic literature review

Aim/purpose – This paper systematically reviews the literature of employer branding (EB) and employee-based brand equity (EBBE) using the Application Programming Interface (API) provided by Google Scholar. While combining EB and EBBE this paper considers both the perspective of current, as well as potential employees and provides a systematization of knowledge related to organizational attractiveness and the impact of employees on the organizational brand. Design/methodology/approach – This study reviews the progresses in employer brand- ing since 2009 to 2022, therefore ranging from the time that the concept of employee- -based brand equity was proposed by King and Grace (2009). A four-stage process em- powered by was used to review the existing literature: 1) to identify the current tenden- cies Google Trends search was applied; 2) to search the databases and to identify the most active contributors (publishers and authors) the scholar API was used; 3) PRISMA-S checklist was applied to ensure the rigorousness of systematic literature review; 4) to expose the interdependence of the concepts a bibliometric analysis was conducted using VOSviewer 1.6.18 software; 5) finally this study proposes a comprehensive framework of employer branding. Findings – The research on employer branding has grown substantially in the past de- cades and various conceptual and empirical studies have advanced the knowledge of both employer and internal branding. Still, the progression in the literature is narrow due to complexity of the field. This study identifies the main dimensions of employer brand- ing and offers a comprehensive framework to systematize the current state of art. Research implications/limitations – The multidisciplinary nature of employer branding has led to a dispersed understanding of constructs and applications in the academic stud- ies. This study focuses on the marketing/branding perspective and does not consider the studies grounded purely in human resource management. Originality/value/contribution – This study increases our understanding of the current literature and new research trends in employer branding and employee-based brand equity. Additionally, it explains the link between EB and EBBE. While applying the recently developed scholar API and artificial intelligence empowered software to conduct the systematic review, this study creates a procedure that can be used by researchers in an array of fields. Keywords: employer brand, employee-based brand equity, scholar API-based systematic literature review. JEL Classification: M51, M31.

Investigating the influences of employer branding attributes on turnover intentions of hospitality workforce in the COVID-19 in Vietnam

PurposeThis study aims to develop a comprehensive understanding about employer branding dimensions as well as the dimension's possible links with turnover intentions through the lens of existing hospitality employees.Design/methodology/approachA survey was conducted based on a sample of 200 hospitality employees in order to examine relationships between employer branding dimensions and turnover intentions. Structural equation modeling (SEM) was used for data analysis and hypothesis testing.FindingsThe findings found that economic, social, development and security values had negative impacts on turnover intentions; however, the impact of application and interest values on turnover intentions were not confirmed.Practical implicationsHospitality managers can prioritize actions and strategies that influence their staff's intentions to quit, subsequently reducing employee turnover.Originality/valueGiven the lack of studies on employer branding dimensions from the perspective of current employees, especially the employees’ relationships with employee turnover intentions, this study points out employer branding factors that impact employee turnover intentions in the settings of coronavirus disease 2019 (COVID-19). The findings add to the literature on employer branding and employee turnover management and provide insights for hospitality managers in the context of the New Normal.

E-recruitment through social media

The objective of the study is to investigate the mediating role of social media in order to communicate economic and development value of employer brand to create positive perception towards the organization attraction. In the proposed conceptual model we were trying to establish the relationship between these three key variables. For this, 255 responses were collected from the IT sector employee working in India. In order to test the mediation effect of social media, we performed step-wise regression on SPSS 24. Findings suggested that social media and economic and development value of employer brand dimensions are predictors of organization attraction and also mediating role of social media is positive and significant. The outcome of the study suggests that organization can use economic and development value of employer brand through social media to create pool of applicants.

Generation Z's Employer Branding and Their Correlation to the Intention to Apply for a Company

Generation Z is currently entering the workforce and continually takes a significant role in companies. This contemporary era, more or less, affects Generation Z's work preferences. There should be a different approach to attracting Generation Z's top talent. Thus, organizations need to better understand Generation Z and design the most suitable employer branding dimensions. It distinguishes the company and its competitor and increases its competitive advantage in the market. The recruitment process is substantial because the success of attracting the best talent impacts the company's performance. This primary research objective is to generate an employer branding framework for Generation Z and seek the correlation to apply to a particular company in the Indonesian context. The Exploratory Factor Analysis (EFA) is employed to examine employer branding's dimensions for Generation Z, followed by Covariance-Based Structural Equation Modelling (CB-SEM) for theory testing and confirming the proposed research framework. The EFA involved 53 respondents, while 220 respondents participated in CB-SEM. This research revealed that the employer branding dimensions for Generation Z consist of economic, social, working culture, and environmental, and sustainability values. However, not all elements influence the intention to apply; economic and social values are the only two significant factors. Demographic and pandemic factors can influence the results. This research contributes to defining Generation Z's employer branding, especially in developing countries.

Development of Employer Brand Evaluation Scale Based on Computer Data Mining and Its Relationship with College Students’ Job-Hunting Intention

The inclinations among employees are changed because of the evolutions in the twenty-first century’s workplace. It is consequently critical to decide the elements that workers look for in an organization and their goal conduct to stop from their occupation to work on the issues of high wearing down that occurs in an organization. This study determines the connection between employer branding and turnover intention among employees. Data mining and factor analysis methods are used to extract public factors, design a more concise employer brand evaluation system, and develop a new employer brand evaluation scale. The relationship between the various dimensions of employer brand in China’s banking industry and college students’ job-hunting intentions are examined. Results show that contemporary college student job-seekers in China pay more attention to short-term and directly experienced security and experiential needs. It ignores the long-term and hard-to-feel self-realization needs and respect needs in the short term. These dimensions reflect the perceptions of existing employees regarding their organization. The scale is found to be statistically sound for measuring the employer brand.

THE USE OF EMPLOYER BRANDING DIMENSIONS TO ATTRACT FRESH GRADUATES

One of the obstacles in the company recruitment process is the change of labor force generation. Indonesia has already shifted the labor force to generation Z. This research aims to examine the influence of employer branding dimensions consisting of work environment, compensation and benefits, corporate reputation, corporate vision and leadership, and corporate social responsibility in attracting work interests. This cross-sectional study with an online questionnaire to 306 fresh graduate respondents domiciled in Jakarta, Bogor, Depok, Tangerang, South Tangerang, and Bekasi (Jabodetabek). Data analysis uses linear regression methods. The study results indicate that all employer branding variables positively affect the intention to apply for a job. This aspect needs to be considered by the company in increasing the intention to apply for a job from fresh graduate employees’ candidates who are currently generation Z. The work environment has the highest average value towards applying for a job. It can be due to the primary purpose of generation Z is choosing the company where they will work in the comfort of the workplace atmosphere.

The Effect of Employer Brand on Employer Of Choice (EOC) Mediated By Per-son Organization Fit (PO-FIT) And The Moderation Role Of Social Media On The Relationship Of Person Organization Fit (PO-FIT) And Employer Of Choice (EOC) At STIBISNIS Polytechnic

The purpose of this study is to analyze the influence of the dimensions of the employer brand (work culture, ethics & CSR, diversity and salary & incentives) on person organization fit (PO-Fit). In addition, this study aims to analyze the dimensions of employer brand on employer of choice (EOC) mediated by person organization fit (PO-Fit). Furthermore, this study also aims to analyze the influence of person organization fit (PO-Fit) on employer of choice (EOC) and the role of social media moderation on the relationship of person organization fit (PO-Fit) and employer of choice ( EOC) on students of STIBISNIS Polytechnic. The method of data analysis used in this study was Structural Equation Modeling (SEM) using the SmartPLS application version 3.0. Data obtained through questionnaires distributed to 150 students of STIBISNIS Polytechnic. The first result shows that dimension of employer brand namely work culture and ethics & CSR has no effect on person organization fit (PO-Fit) while the other dimensions of employer brand are diversity and salary & incentives had a positive effect on person organization fit ( PO-Fit). Second result shows that Person Organization Fit (PO-Fit) are able to mediate the dimensions of employer brand (work culture, Ethics & CSR, Diversity and Salary & Incentives) towards employer of choice (EOC). The third result shows person organization fit (PO-Fit) has a positive effect on employer of choice (EOC). And the fourth result of this study shows that social media is able to moderate the influence of person organization fit (PO-Fit) on employer of choice (EOC) on students of STIBISNIS polytechnic from management and accounting program

The Effects of Employer Branding on Value Congruence and Brand Love

This study examines the effect of employer brand on employees’ brand love by applying value congruence theory. A survey was conducted with employees of well-known hotel brands in South Korea. The results show that not all employer brand dimensions equally contribute to the formation of brand love. While economic, social, and development values positively influence brand love, interest value and application value did not affect brand love formation. Employees’ value congruence perceptions mediate this effect because employees could infer what values employers care about based on the benefits that a hotel brand offers. This study contributes to the literature by linking value congruence with employer branding and brand love. Based on our findings, hospitality managers can redesign all work activities and apply employer branding principles to reflect employment value to achieve employee’s brand love.

The Influence of Employer Branding Towards Generation Z Students Attractiveness on Start-up Unicorn

The development of the world revolution has changed the paradigm and stigmas of organizational quality to increase competitiveness from various human resource perspectives. Increasing global challenges have made the employer branding strategy a concern for global research. This study examines the effect of employer branding on Generation Z students' attractiveness and employer choices at unicorn start-ups in Indonesia. This study uses the Structural Equation Model Partial Least Square (SEM-PLS). This study got a total of 200 respondents who fit the criteria. This study's dimensions of employer branding are work culture, ethics & CSR, diversity, and salary & incentives. From the results of this study, the dimensions that proved to be influential were Ethics and CSR, and Diversity. Besides, work culture and salary & incentives are not proven to significantly affect the attractiveness of Generation Z students to Indonesian unicorn start-ups. Social media is proven to have a significant effect on both attractiveness and choice of workplace (employer of choice) Generation Z students at Indonesian unicorn start-ups