employer attractiveness
168673395
The impact of employer attractiveness to employee and firm productivity
Eemeli Wigg
149220735
Exploring HR practitioners' perspective on employer branding and its role in organisational attractiveness and talent management
Purpose The latest research in the field of employer branding highlights a mix of marketing principles and recruitment practices, based on the concept that, just as customers have perceptions of an organisation's brand, then so do other stakeholders including employees. However, the emphasis has been on organisations, which predominantly operate in developed countries typically with Westernised individualistic cultures. This paper aims to investigate employer branding for service organisations' image and attraction as an employer in a non Western culture. Design/methodology/approach This study examines the perceptions of human resources' professionals and practitioners on the role of employer branding in employer attractiveness and talent management, within Mauritian banking sector. The data collection for this qualitative study involved semi structured interviews with senior managers from Mauritian banking organisations, including multinational enterprises, small business unit banks and Mauritian banks. Findings Analysis of the findings showed that organisations, and banks in this case, are increasingly competing to attract highly skilled personnel in various professional areas; therefore, those organisations that attract the best talent will have a distinct edge in the marketplace. Furthermore, findings from the semi structured interviews with senior managers suggest that employer branding remains at the embryonic stage within the Mauritian banking sector; therefore, a clear need exists for a more developed strategy. Research limitations/implications The outcomes of this study call for re engineering with regards to managerial collaboration in organisations for the successful design and implementation of the employer branding strategy. The empirical findings from the Mauritian banking sector show that the strategic position occupied by the human resource function is still at an embryonic stage as regards with the competitiveness of banks as service organisations. Practical implications The study presents a need for the development and maintenance of long term collaborative and trust based relationships between the human resource and marketing functions. Originality/value The insights provided through this study addresses the dearth of academic research on employer branding on the African continent while providing invaluable information from a human resource professional perspective.
Vishwas Maheshwari Priya Gunesh George Lodorfos A Konstantopoulou
169990866
The Impact of Employee Behavior on Employer Attractiveness and Application Intention
Employer branding is an effective strategy for aligning employee's behavior and delivering a consistent brand image. If employees "live" the brand, i.e. behave brand consistent (BC) the brand valu.
Hurrem Ozcamlica Nancy Viola Wunderlich Isabel Tessmer
146179977
Employer Attractiveness: A Conceptual Framework Scale Development
Introduction The term 'War for talent' was brought by McKinsey consultants (Chambers et al, 1998) Organizational attractiveness with reference to recruitment has been explored in related areas of research in human resources and has been linked to marketing literature (Daniel Neves, 2011) Ambler and Barrow (1996) have shown the importance of recruitment outcomes of the image of the organization as an employer. Recruitment has received extensive attention from academics in these years (e.g. Cable Turban, 2001; Kickul, 2001) Organizations should come up with their innovative recruitment strategies to win the war for talent by becoming an employer of choice within the talent pool (Berthon et al. 2005; Armstrong, 2006) to sustain their business and achieve competitive advantages. Employee's perception of employer attractiveness is key to organizational success in attracting and retaining talents (Williams Bauer, 1994; Albinger Freeman, 2000; Berthon et al, 2005) Organizational attractiveness refers to the degree to which a person favorably perceives an organization as a place to work (Rynes et al. 1991) and the intention of referring their organization to the external talent pool. While much focus in academia as well as in practice has been devoted to understand what leads to employer attractiveness (Berthon et al. 2005; Backhaus& Tikoo, 2004) substantial focus has not yet been given to measure the level of employer attractiveness through the identification of attributes that employees look for in their employer. Employer Attractiveness Psychological research is focusing on what makes individuals attracted, or what makes an employer attractive in terms of specific (personal) characteristics (Highhouse et al. 2003; Rentsch McEwen, 2002; Hoye Lievens, 2007) Recruitment literature relates this term to the decision of a job applicant to apply for a job (Allen et al, 2007; Hoye Lievens, 2007) Despite the differences in focus, most research measures the level of attractiveness at the individual level (Judge Cable, 1997; Turban Greening, 1996) Perceptions of organizational attractiveness refers to the level to which a person positively perceives an organization as a great place to work (Rynes et al. 1991) or the broad professed desirability of working for an organization (Aiman Smith et al. 2001) Berthon et al (2005) suggested that the concept of 'employer attractiveness' leads to employer branding. In their study on dimensions of attractiveness in employer branding the authors identified five dimensions or in other words a set of value proposition that lead to employer attractiveness. This certainly helps to understand the attributes of employer attractiveness but does not say whether with these proposed attributes employees will stay attached to the organization. Sokro (2012) studied the influence of employer branding on employee attraction and suggested that employers need to create conducive work environment with conditions to enable employees feel comfortable and remain in the organisation. The study was limited only to identify the attributes of employer attractiveness. Post implementation of these attributes and its effect on the retention matrix is un determined. Devendorf and Highhouse (2008) studied workplace attraction, and the contribution of existing employees on attracting the potential employee to the prospective pool. The study highlighted that job seekers look for three types of important information from potential employers i.e. people information, employer information, and job information. Out of the three, people information is particularly significant as job seekers are likely to be interested in the attributes of their potential co workers. Authors argued that the attributes of current employees can significantly predict the organization's employer attractiveness. Kanar et al (2010) studied on how the positive word of mouth of existing employees about their current organization effects in attracting potential employees towards the organization.
Salila Kumar Pattnaik Rajnish Kumar Misra
166453220
National Culture as an Influence on Perceptions of Employer Attractiveness
In competitive market for skilled employees, it has become increasingly important for organizations to implement strategies that establish and maintain a brand as an 'employer of choice' This study aims to investigate how national cultural context influences perceptions of potential employees about employer attractiveness. The study findings demonstrate how the Saudi national cultural context influences the perceptions of potential Saudi employees, and contributes to the literature in two ways: firstly, by demonstrating the need to extend the employer attractiveness framework developed by Berthon, Ewing and Hah (2005) to include dimensions relevant to national cultural context; and secondly, by highlighting the need to give consideration when measuring employer attractiveness to the relative level of importance of each aspect of employer attractiveness in the light of any specific national cultural context.
Sultan Alshathry Wayne O'Donohue Mark Wickham Simon Fishwick
169197180
The Impact of corporate citizenship on employer brand attractiveness and employer brand loyalty
Asadollah Kordnaeij Soheil Nejat
169907815
Mirror, Mirror on the Wall, which is the Fairest Employer of all? A Study on the Relationship between Employer Branding, Employer Attractiveness and Application Intention Decisions
Mirror, mirror on the wall. in today's fast moving world, attracting and retaining outstanding employees is the basis of competitive advantage and companies have to wonder how to become the fai
Eva-Maria Pielmeier Franziska Stiegelmair
152660845
Employer attractiveness of the Swedish Armed Forces A quantitative study of gender differences and the effects of employer brand attributes and social media in the government authority sector
The main purpose of this degree project has been to examine the effects of employer brand attributes and activities on social media to the employer attractiveness of the Swedish Armed Forces. We aimed to make theoretical contributions to the fields of employer branding and social media marketing, and test a unique conceptual model for the government authority. The conceptual model focuses on employer brand attributes that have previously been connected to employer attractiveness in this type of context, as well as social media constructs which were not applied to this research area before. We found several research gaps in the previous theories within the two main areas of research. Within the area of employer branding, there was limited research made on government authorities. There were only few studies which considered the effects of social media on employer attractiveness and assessed gender differences across relevant concepts applied in this research field. This lead to the research question: "What kind of employer brand attributes will increase employer attractiveness of SwAF when using social media for communicating with potential applicants of different genders?" This degree project was written on commission for the Swedish Armed Forces that conduct recruitment activities primarily for the basic military training (GMU) In this study, we used a quantitative data collection method and distributed a survey to high school students in the ages of 17 to 20 at three different schools in the city of Umea. The data including 202 responses was analyzed by various tests including Cronbach's alpha, regression analyses and independent samples t tests with SPSS, a statistical analysis program. The findings of our study have partly supported the hypothesized effects including the impact of instrumental and symbolic attributes on employer attractiveness. The first part of the conceptual model was therefore partly supported as the instrumental attribute Educational opportunities and the symbolic, Cheerfulness, was proven to have significant effects. One social media construct, Word of mouth, also had a significant effect on employer attractiveness for our full sample. A part of our sample had seen the Swedish Armed Forces on one or more of social network sites, which founded the base for a sub sample where further social media constructs were analyzed. Here, Attitude towards site, Disposition to trust and Site reputation were found to have positive effects on employer attractiveness. Lastly, we compared the means across all constructs and 30 social media activities for gender differences. We found that Social/team activities, Pay and benefits, Sincerity and Employer attractiveness had a significance difference between genders. Of the 30 activities, 12 showed gender differences. In addition to making a theoretical contribution, we provided valuable practical recommendations for both government authorities and the Swedish Armed Forces. Our suggestions regarded what to communicate on their social network sites and how to raise their employer attractiveness for the different genders with their marketing efforts. The attributes associated with a strong employer attractiveness were suggested to be emphasized in external communication, however the messages must stay truthful to what the organization does. Also, the understanding of how the target segment acts on social network sites should be used in marketing strategies, to enhance word of mouth communication and to strengthen marketing efforts focusing on social media.
Karin Jorlov Emma Venngren
166957765
Describing the relationship between Employer Attractiveness and Internal Brand Equity A quantitative single cross sectional study
Background: Differentiation towards one's competitors is crucial. Brand can symbolize competitive advantages through intangible assets, though the focus in both companies and academia has largely been on adding intangible values to products. To large extent employees has not been consider as an aspects that could add value, i.e. employees as brand builders. Recently gained interest in both areas have make it possible to compared them both the see employees possibility to add brand value. Purpose:The purpose of this thesis is to describe the relationship between employer attractiveness and internal brand equity. Methodology:Conducted a quantitative study, with a single cross sectional design and self completion questionnaire as data collection method. Descriptive statistics and simple linear regression was thereafter performed. All with ethical principles in consideration. Conclusion: This study provides empirical evidence that confirms a relationship between employees and the brand equity through the concepts of employer attractiveness, and brand equity through the concept of internal brand equity. The study provides a regression analysis between the two concepts that indicates a relationship to a very large extent. The confirmed relationship thus adds new perspectives of how to add intangible value to a brand and thus adds to a potential success.
Peter Arrehag Sofia Persson
166632598
study on the impact of Personality Characteristics on Employer Attractiveness
Employer attractiveness is the envisioned benefits that a potential employee sees in working for a specific organisation and is closely related to employer branding. The more attractive an employer is perceived to be by potential employees, the stronger that particular organisation's employer brand equity. The various dimensions of employer attractiveness influence job choice decisions of final year students when applying for a job or choosing an organisation to work for. As jobs seekers' preferences are related to their personality as well, this research attempts to study the relationship between the various dimensions of employer attractiveness and the big five personality dimensions of the job seekers. Employer attractiveness was measured in terms of interest value, social value, economic value, development value and application value, through a pre validated instrument. This empirical study ascertains the major factors influencing the attractiveness of the employer; and studies the impact of various student demographic segments on employer attractiveness. Understanding the relationship and strength of association between the student personality factors and the different dimensions of employer attractiveness help in focusing on achieving a more accurate personorganization fit right from their first employment. Person organisation fit lead to less attrition and enhanced job performance of the students, as employees, in the long run.
J Anitha Vandana Madhavkumar