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Article
Publication date: 4 August 2021

Miguel Oliveira, Teresa Proença and Marisa R. Ferreira

Rather recently, corporate volunteering (CV) has become a relevant topic of academic research. Nonetheless, there is still uncertainty about several aspects of the…

Abstract

Purpose

Rather recently, corporate volunteering (CV) has become a relevant topic of academic research. Nonetheless, there is still uncertainty about several aspects of the relationship between volunteerism and the corporate realm and research on the relationship between CV and employer attractiveness is scarce. This study aims to attempt to fill this gap by studying the influence that the perceived importance attributed by prospective applicants to the opportunity of engaging in CV programs may have on employer attractiveness while also pondering the existence of an indirect relationship between CV and employer attractiveness mediated by the individual cognition of corporate morality (CM).

Design/methodology/approach

To fulfill the objectives of this research, and test its hypothesized model, the authors opted to use a quantitative methodology via survey by questionnaire of Portuguese students who are close to entering the job-seeking process or are currently involved in it, either passively and actively. Data on 238 Portuguese students was collected mainly through social media channels such as LinkedIn and Facebook and was analyzed with the IBM SPSS Statistics 25 software and the IBM SPSS AMOS extension, using a structural equation model to test the hypotheses and obtain insight into the relationships between the variables.

Findings

A theoretical model was elaborated based on the literature reviewed and was used to validate the existence of a positive direct relationship between CV and employer attractiveness, CV and CM and between CM and employer attractiveness. Finally, it was observed that CV could prompt an indirect effect on the socioethical perception of employer attractiveness, mainly due to the mediating mechanism of the individual cognition of CM.

Research limitations/implications

This study has some limitations that should be acknowledged and considered in future studies, namely, the diversity of the sample, as it was essentially formed by students enrolled in the University of Porto and studying mainly in the areas of social sciences, trade and law. It is also worth noting that a global analysis of the employer attractiveness attributes was not considered, focusing instead on the social and ethical spectrum of employer attractiveness. Nonetheless, it is important to keep in mind that different individuals prioritize distinct attractiveness attributes.

Practical implications

Through the present study, it was understood that CV programs constitute a desired and pertinent tool that should be adopted by firms (employers) to establish a strong position in the job market. These findings are particularly useful for the area of human resources management, which is in charge of finding the most adequate applicants in the job market. Furthermore, for the variable of CM, the authors noticed that there is a theoretical lack of measurement instruments. Consequently, the measure advanced in this study represents an important theoretical and methodologic contribution to the literature.

Social implications

CV is a concept that is yet maturing within the Portuguese business environment. As such, this study delivers useful insights regarding Portuguese applicants’ growing interest around CV, their concerns about the social, ethical and humanitarian attributes of firms and their beliefs regarding the morality of firms’ social policies and actions. Hence, it allowed us to comprehend that by developing a structured CV program, an employer may be able to enhance other essential concepts for Portuguese prospective applicants, respectively, employer attractiveness and CM.

Originality/value

This study corroborates the premise that corporate community involvement activities, namely, CV, hold a positive effect in terms of perceived employer attractiveness. Moreover, it is consistent with the idea that CV programs foment a feeling of intimacy between individuals and firms, consequently creating a perception of morality as part of the firms’ intrinsic traits. Finally, it corroborates and extends for the case of prospective applicants the conclusion that individuals may be relatively more concerned with the motives behind firms’ corporate social responsibility practices than with the content of such practices.

Details

Social Responsibility Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-1117

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Article
Publication date: 27 April 2020

Raghda Abulsaoud Ahmed Younis and Rasha Hammad

Although researchers agreed that corporate image and employer image are important factors affecting organizational attractiveness, understanding the role of social…

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1583

Abstract

Purpose

Although researchers agreed that corporate image and employer image are important factors affecting organizational attractiveness, understanding the role of social identity within the attracting process, in addition to exploring the relationship between corporate image and employer image, is still a research gap. Therefore, this study aims to investigate the effect of corporate and employer image on organizational attractiveness in addition to understanding the moderating role of social identity on the relationship between corporate image and employer brand and organizational attractiveness.

Design/methodology/approach

The study used a survey method for data collection from fourth year students.

Findings

The findings show that both employer image and corporate image have a significant positive effect on organizational attractiveness . In addition, it has showed that social identity consciousness plays partial role as a moderator in the model.

Originality/value

This paper is one of the first papers that include corporate image, employer image, social identity consciousness and organizational attractiveness in the same model . In addition, it is one of the limited papers that considered both signal and social identity theory in attraction process.

Details

Personnel Review, vol. 50 no. 1
Type: Research Article
ISSN: 0048-3486

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Article
Publication date: 11 February 2019

Faiz Ahamad

Job information through word-of-mouth (WOM) has a crucial impact on employer attractiveness. The phenomenal rise of social media offers alternate WOM platforms for sharing…

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1225

Abstract

Purpose

Job information through word-of-mouth (WOM) has a crucial impact on employer attractiveness. The phenomenal rise of social media offers alternate WOM platforms for sharing job information, which is quite different from traditional face-to-face WOM. The purpose of this paper is to examine the differential impact of traditional word-of-mouth (t-WOM) and social media word-of-mouth (s-WOM) on employer attractiveness along with the difference in the job attributes and relationship strength with the information source.

Design/methodology/approach

A 2 × 2 × 2 experiment was conducted to examine the impact of information source (t-WOM and s-WOM), job attributes (tangible and intangible) and relationship strength (strong and weak), on employer attractiveness. Source expertise and source trust were treated as the control variable.

Findings

The result shows the differential impact of t-WOM and s-WOM on employer attractiveness. Moreover, t-WOM from strong relation source found to have a high impact on employer attractiveness than s-WOM. No significant difference due to job attributes was found.

Research limitations/implications

Use of only positive WOM and not the negative one, student as the subjects, etc.

Practical implications

The present study suggests using t-WOM and s-WOM to attract talented job seekers.

Originality/value

This is the first study to analyze the differential impact of t-WOM and s-WOM on employer attractiveness.

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Article
Publication date: 1 January 2013

Frank J. Cavico, Stephen C. Muffler and Bahaudin G. Mujtaba

The article aims to provide a discussion of societal norms concerning “attractiveness,” the existence of appearance discrimination in employment, the presence of…

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23928

Abstract

Purpose

The article aims to provide a discussion of societal norms concerning “attractiveness,” the existence of appearance discrimination in employment, the presence of “preferring the pretty”, and then the authors examine important civil rights laws that relate to such forms of discrimination. Finally, the authors apply ethical theories to determine whether such discrimination can be seen as moral or immoral.

Design/methodology/approach

It is a legal paper which covers all the laws related to discrimination based on look. Court cases and Americans laws related to this concept are reviewed and critically discussed.

Findings

The paper finds that appearance‐based discrimination is not illegal in the USA so long as it does not violate civil rights laws.

Research limitations/implications

This research is limited to Federal and State laws in the USA and may not be relevant in other countries as the local laws might vary.

Practical implications

Managers and employees can protect themselves in the workplace from illegal discriminatory practices.

Social implications

Employees know their rights and enhance their understanding of laws related to appearance, attractiveness, and why companies look to hire those who are considered “handsome”, “pretty” and “beautiful”.

Originality/value

This is an original and comprehensive paper by the authors.

Details

Equality, Diversity and Inclusion: An International Journal, vol. 32 no. 1
Type: Research Article
ISSN: 2040-7149

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Article
Publication date: 7 November 2019

Alka Rai

To deal with the agenda of extensive research to establish employer branding as a valuable Human Resource (HR) practice, this study aims to examine perception of seafarer…

Abstract

Purpose

To deal with the agenda of extensive research to establish employer branding as a valuable Human Resource (HR) practice, this study aims to examine perception of seafarer to explore the attributes related with employer branding in maritime industry. This study intends to explore the applicability of instrumental-symbolic framework of employer branding in maritime industry to understand the dimensions related with attractiveness of seafarers’ jobs.

Design/methodology/approach

Sample of the study is Indian seafarers include only officers from both deck and engine. Total 276 usable responses were considered at the end for data analysis.

Findings

Both, the instrumental and symbolic attributes explained significant variance in predicting attractiveness of seafarers’ occupation, thus supporting hypotheses 1 and 2. In particular, among instrumental dimensions, social/team activities, structure, advancement, travel opportunities and pay and benefits positively predicted seafarers’ attraction towards their job. As symbolic dimension, sincerity, competence and prestige was positively related, and ruggedness was negatively related to attractiveness of the present job among seafarers.

Practical implications

Overall, the present findings ascertain the utility of the framework as a conceptualization of employer brands and support the applicability of instrumental-symbolic framework for understanding the dimensions of occupational attractiveness in different context and culture, i.e. Indian Seafarers.

Originality/value

Although the popularity of employer branding is growing amongst human resources practitioners, but still, there is dearth of academic (mainly empirical research) literature on the subject, `appeals to management researchers (Cable and Turban, 2001; Backhaus and Tikoo, 2004, Edwards, 2009; alniacik and alniacik, 2012; Kucherov and Zavyalova, 2012). With this in consideration and to deal with the agenda of extensive research to establish employer branding as a valuable HR practice, the present study examines perception of seafarer to explore the attributes related with employer branding in maritime industry.

Details

Management Research Review, vol. 43 no. 3
Type: Research Article
ISSN: 2040-8269

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Article
Publication date: 4 February 2014

Linn Viktoria Rampl and Peter Kenning

The importance of employer branding to attract talent in organizations is increasing rapidly. Brand personality traits, particularly, have been shown to explain…

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15722

Abstract

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.

Details

European Journal of Marketing, vol. 48 no. 1/2
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 6 November 2017

Germano Glufke Reis, Beatriz Maria Braga and Jordi Trullen

The purpose of this paper is to investigate the relevance of authenticity as a possible attribute of employer attractiveness. Additionally, the study compares authenticity…

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1551

Abstract

Purpose

The purpose of this paper is to investigate the relevance of authenticity as a possible attribute of employer attractiveness. Additionally, the study compares authenticity to other factors of attractiveness, such as economic, development, social, interest and application values.

Design/methodology/approach

A survey was conducted with a total of 937 respondents. The questionnaire consisted of the employer attractiveness scale developed by Berthon, Ewing, and Hah (2005) and an adapted version of the authentic living scale (Wood et al., 2008).

Findings

The results show that workplace authenticity is equally valued as an attractiveness attribute as having opportunities for economic and personal development, and that it is significantly more highly valued than other attractiveness dimensions of the work environment, such as interest value, social value, and application value. The results also show that authenticity matters more as an attribute of attractiveness for top management, older professionals as well as women.

Practical implications

The findings suggest that firms become more competitive in attracting talent if their recruitment strategies place more emphasis on authenticity as a psychological benefit that can be obtained through working in the company. The use of social media (e.g. employee testimonials, chats, and blogs) can help to this end.

Originality/value

The subject of workplace authenticity has been receiving increasing attention in the academic literature, and the studies reveal the benefits that it may entail for both developing and retaining a more engaged and productive workforce. However, previous research has not considered how perceptions of workplace authenticity may also help organizations become more attractive in the eyes of potential job applicants.

Details

Personnel Review, vol. 46 no. 8
Type: Research Article
ISSN: 0048-3486

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Article
Publication date: 29 April 2021

Katrin Schwaiger, Anita Zehrer and Teresa Spiess

This study determines the influence of employer image on industry attractiveness in small and medium-sized hospitality firms by using the instrumental-symbolic framework…

Abstract

Purpose

This study determines the influence of employer image on industry attractiveness in small and medium-sized hospitality firms by using the instrumental-symbolic framework adapted from marketing literature.

Design/methodology/approach

A total of 405 employees and 429 family firm owners in Bavaria were surveyed using a quantitative research design. The authors used linear and hierarchical multiple regression analyses for hypothesis testing using the variables included in the instrumental-symbolic employer image framework.

Findings

The study revealed differences in perception between employees and owners. Data showed that employees' ratings for instrumental attributes, such as job security and income options, and symbolic attributes, such as industry attractiveness, significantly differ from those of owners. Consistent with the instrumental-symbolic framework, owners' perceptions of symbolic attributes predicted their perceived industry attractiveness.

Practical implications

Owners may examine how their industry's image needs to be changed to gain positive perception by current and potential employees. Policymakers may benefit from the study’s results that may help them find the right focal points for strategies in promoting Bavaria's hospitality sector. As a result, an adequate and positive image is created that attracts workers for this sector.

Originality/value

The study addresses the rather under-researched stakeholder group of existing hospitality employees, particularly with respect to employer image. Furthermore, owners and employees are compared, regardless of their individually different relationships to the business. Employer image is connected with overall perceived industry attractiveness, stating that the industry comprises individual employing businesses and thus depends on employer image.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

Content available
Article
Publication date: 21 May 2019

Joanna Santiago

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…

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7990

Abstract

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.

Details

European Journal of Management and Business Economics, vol. 28 no. 2
Type: Research Article
ISSN: 2444-8494

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Article
Publication date: 3 May 2016

Chetna Priyadarshini, Sireesha Mamidenna and O.B. Sayeed

As the global war of talent is prevalent across different industries, universities are also facing an acute shortage of faculty members because of massification of higher…

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754

Abstract

Purpose

As the global war of talent is prevalent across different industries, universities are also facing an acute shortage of faculty members because of massification of higher education system in the past two decades. The tremendous increase in the number of higher education institutions has made attracting talented professors a challenging necessity for the university management as employers. The present study, therefore, carries out a scale development exercise and explores the attractive dimensions of Indian universities as employers.

Design/methodology/approach

With the help of principle component analysis, exploratory factor analysis was carried out to obtain five significant constructs of employer attractiveness in Indian universities.

Findings

The dimensions identified in the study includes fairness and work–life balance; teaching environment and compensation and benefits; research resources and career development; organizational integrity and commitment to quality; and organizational culture consisting of respect and recognition.

Practical implications

The finding provides valuable insights for the university management and government bodies and posits to assist them in formulating policies with regard to attracting competent teaching staff.

Originality/value

Although employer attractiveness has gained scholarly attention in the past two decades, study exploring the dimensionality of employer attractiveness in the context of academic institutions and universities has not been conducted so far. The present study, therefore, is one of the pioneers in this realm.

Details

Journal of Asia Business Studies, vol. 10 no. 2
Type: Research Article
ISSN: 1558-7894

Keywords

1 – 10 of over 2000