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A study on the factors to measure employer brand: the case of undergraduate senior students

Chi-Cheng Lee (Department of Business Administration, Cheng Shiu University, Kaohsiung, Taiwan)
Rui-Hsin Kao (Department of Ocean and Border Governance, National Quemoy University, Kinmen Hsien, Taiwan)
Chia-Jung Lin (Department of Business Administration, Cheng Shiu University, Kaohsiung, Taiwan)

Chinese Management Studies

ISSN: 1750-614X

Article publication date: 19 September 2018

Issue publication date: 10 October 2018

1336

Abstract

Purpose

This paper aims to develop the structure of employer brand and discuss whether employees and employers have the same view on the elements of employer brand.

Design/methodology/approach

The employer brand of Taiwan, which includes 5 facets and 20 eight terms, was obtained. Management, welfare, interest and environment are the common facets of employer brand in China and Western countries. In addition, family and atmosphere is an important factor that merges both Western and Eastern job applicants. Its contents emphasize family life, which is only found in applicants from Taiwan and China.

Findings

The results showed that enterprises utilize functional factors in order to connect emotions closely and satisfy psychological sustenance, which have true attraction to young Taiwanese applicants and the current workforce of employees.

Originality/value

In general, after 20 years of establishment and empirical research, the achievements are rich and many practical opinions are provided. However, most of the existing literatures come from the researches of Western scholars, and they may be affected by the Western social value. This study has explored the Oriental and Western literatures. In the study field of Taiwan, it is found that employer brand will definitely show different style features due to the cultural difference. Therefore, when an enterprise applies the relevant connotation of the employer brand, it is necessary considering the cultural difference. This shows the importance of cross-cultural study of employer brand recently. At the same time, this also highlights the contribution of this study on theory and practice.

Keywords

Citation

Lee, C.-C., Kao, R.-H. and Lin, C.-J. (2018), "A study on the factors to measure employer brand: the case of undergraduate senior students", Chinese Management Studies, Vol. 12 No. 4, pp. 812-832. https://doi.org/10.1108/CMS-04-2017-0092

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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