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Article
Publication date: 15 February 2011

TingTing Jiang and Paul Iles

This paper seeks to clarify the process that leads employees and prospective applicants to be attracted to remain with the organization or apply for a job offer in private…

7972

Abstract

Purpose

This paper seeks to clarify the process that leads employees and prospective applicants to be attracted to remain with the organization or apply for a job offer in private companies in Zhejiang, China.

Design/methodology/approach

The paper applies concepts from marketing to people management, particularly the concept of brand equity. It proposes, on the basis of a literature review and preliminary interview data in three private companies in Hangzhou, Zhejiang, that prospective applicants and employees evaluate job offers or organizational positions based both on organizational attractiveness (OA) and on employee‐based brand equity (EBBE) perceptions. It then presents a model of the relationship between OA and EBBE for future research in China, proposing the particular importance of the dimensions “economic value”, “development value” and “social value” for Chinese employees. It then suggests implications for future research and practice, especially the relationship between OA and EBBE for both Chinese employees, job seekers and applicants.

Findings

The private economy is significant to China, accounting for 65 per cent of gross domestic product (GDP) and 56 per cent of total tax revenue. For Zhejiang, a private economy‐dominated province, talent recruitment and turnover are problems that hinder future development. OA and EBE may play a key role in intentions to accept a job offer, and as a mediator and a key variable in the initial recruitment.

Research limitations/implications

The paper draws on preliminary interview studies in China to propose a framework for future research to clarify the role of OA and EBBE in Chinese job choice intentions and behaviours.

Practical implications

Recruitment messages and internal branding communications should focus on EBBE so as to influence OA perceptions and job intentions in China. Social, economic and development value are suggested as particularly important dimensions of EBBE in China.

Originality/value

The study clarifies the role of OA and EBBE in the process that leads to the intention to apply, respond to job offers, and remain with the organization, and discusses implications for further research and practice in China.

Details

Journal of Technology Management in China, vol. 6 no. 1
Type: Research Article
ISSN: 1746-8779

Keywords

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 relationship…

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. 18 no. 7
Type: Research Article
ISSN: 1747-1117

Keywords

Open Access
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…

17065

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

Keywords

Article
Publication date: 11 August 2023

Shubhangi Bharadwaj

This 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…

Abstract

Purpose

This 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/approach

The 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.

Findings

Out 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/value

Studies 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.

Details

Management Research Review, vol. 47 no. 3
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 14 March 2019

Karnica Tanwar and Amresh Kumar

The purpose of this paper is to explore the relationship between employer brand dimensions and employer of choice (EOC). The paper also analyses the role of person-organisation…

8113

Abstract

Purpose

The purpose of this paper is to explore the relationship between employer brand dimensions and employer of choice (EOC). The paper also analyses the role of person-organisation fit in transferring employer brand dimensions to EOC status, and the moderating role of social media in the relationship between person-organisation fit and EOC.

Design/methodology/approach

Factor analysis has been conducted to validate the “employer attractiveness” scale for identifying the dimensions of employer brand. Structural equation modelling has been used to conduct mediation and moderation analysis. The results are based on the perceptions of college students regarding employer brand dimensions and EOC status.

Findings

The paper provides empirical insights on how the person-organisation fit helps in transferring employer brand dimensions to EOC status. The results indicate that the person-organisation fit acts as a full mediator, indicating that for becoming a EOC, the dimensions of employer brand must be linked to the person-organisation fit. Also, the moderation analysis results highlight the importance of social media towards obtaining EOC status.

Originality/value

The authors believe that the study is the first of its kind to investigate drivers of EOC, and to identify the role of the person-organisation fit as a mediating variable and social media as a moderating variable.

Details

Personnel Review, vol. 48 no. 3
Type: Research Article
ISSN: 0048-3486

Keywords

Article
Publication date: 1 October 2021

Anja Špoljarić and Ana Tkalac Verčič

This study aims to contribute to the understanding of internal communication and its connections to engagement and employer brands. The authors wanted to test the relationship…

2927

Abstract

Purpose

This study aims to contribute to the understanding of internal communication and its connections to engagement and employer brands. The authors wanted to test the relationship between the three variables and explore if employees' perception of employer brands is affected by internal communication satisfaction and engagement. Creating a desirable employer brand can have significant benefits for organizations, such as higher employee satisfaction, employee engagement and retention. It is crucial to have a clear grasp of how the determinants of these relationships affect each other.

Design/methodology/approach

A total of 1,805 employees participated in a large communication survey that measured internal communication satisfaction, employee engagement and perception of employer brand (operationalized as employer attractiveness). To test the relationship between variables, the authors used multiple regression analysis.

Findings

The results show internal communication satisfaction and employee engagement as significant predictors of employer brand. All of the internal communication satisfaction dimensions and two out of three employee engagement dimensions have been identified as determinants of at least two employer attractiveness dimensions.

Research limitations/implications

Limitations include using a cross-sectional dataset, which reduces the possibility of determining causality, using self-reports and a common source bias.

Originality/value

The authors added to the body of knowledge by analyzing the effects of workplace attitudes on attitudes toward the organization. The authors found that both internal communication satisfaction and employee engagement significantly shape the perception of employer brands.

Details

Journal of Communication Management, vol. 26 no. 1
Type: Research Article
ISSN: 1363-254X

Keywords

Article
Publication date: 3 September 2019

Gordhan K. Saini and I.M. Jawahar

Drawing on the psychological contract theory and signaling theory, the purpose of this paper is twofold: first, to examine the effect of employer rankings and employment…

4183

Abstract

Purpose

Drawing on the psychological contract theory and signaling theory, the purpose of this paper is twofold: first, to examine the effect of employer rankings and employment experience on employee recommendation of an employer as an employer of choice and second, to examine whether these effects vary by employee characteristics (i.e. full-time vs part-time, current vs former and newcomers vs established employees).

Design/methodology/approach

The authors used multilevel logistic regression on a sample of 39,010 Glassdoor employee reviews, drawn from the companies for which three-year employer rankings (from 2015 to 2017) were available, to achieve our research objectives.

Findings

The results show that employment experience influenced employees’ recommendation of an employer as an employer of choice. The average standardized rankings for three years (i.e. 2015–2017) was also associated with employees’ recommendation of an employer as an employer of choice. Employee characteristics such as employment type (i.e. full-time vs part-time), employment status (i.e. current vs former) and tenure significantly interacted with employment experience in affecting recommendations of a company as an employer of choice.

Originality/value

In contrast to the bulk of the research on employer branding that relied on job seekers, the authors studied factors that influence employees’ recommendation of an employer as an employer of choice, arguably the most important indicator of employer internal brand strength. The results offer fresh theoretical and practical insights in an area where research lags far behind practice.

Details

Career Development International, vol. 24 no. 7
Type: Research Article
ISSN: 1362-0436

Keywords

Open Access
Article
Publication date: 14 February 2023

Anja Špoljarić and Đurđana Ozretić Došen

This review article offers an insight into employer brand and its importance for organizations, as well as an overview of international employer brand based on research on this…

2327

Abstract

Purpose

This review article offers an insight into employer brand and its importance for organizations, as well as an overview of international employer brand based on research on this topic available to date.

Design/methodology/approach

An examination and critical evaluation of 37 research articles, two scientific monographs and a chapter was conducted. The selection of articles was based on conducted content analysis.

Findings

Having an employer brand has become of utmost importance for many organizations since it was first described in academic literature in mid-1990s. Despite its key role in organizational success, there is a certain lack of recognition of employer brand in academic literature. While employer brand research is somewhat scarce, international employer brand research is almost non-existent. Organizations that operate on different international markets often recruit their employees internationally as well. However, employer brand developed and managed locally differs from the one developed and managed globally.

Research limitations/implications

This review is based on a small number of articles available in the databases. Additionally, only the research papers written in English were included in the review.

Originality/value

This review paper offers a much-needed overview of literature on employer branding within international context. International employer brands and international employer branding have so far been neglected within employer branding literature, despite the obvious need for differentiation. Therefore, this article seeks to provide a systematic overview and identify relevant characteristics of the international employer brand.

Details

Corporate Communications: An International Journal, vol. 28 no. 4
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 2 March 2021

Siwalik Mishra and Sonali Bhattacharya

The purpose of this study is to identify and understand key strategies relating to the staffing, employee experience and employer branding of an inventive startup in robotics…

Abstract

Purpose

The purpose of this study is to identify and understand key strategies relating to the staffing, employee experience and employer branding of an inventive startup in robotics training and consumer robotics manufacturing space, keeping in mind the constraints and challenges faced by the company right from the beginning to date.

Design/methodology/approach

A case-based method approach has been used. The Founder-Chief executive officer was interviewed multiple times. Interviews were transcribed for further analysis. Data was also sourced from the company website, news and digital media reports.

Findings

Human resource strategies used by the company in venturing out in this niche market were explored and linked to the concepts of staffing, employee experience and employer branding. This case can be used for teaching the human resource challenges of a growing start-up.

Practical implications

With the help of this case, readers may be able to appreciate the practice of critical concepts of staffing and employee experience in a growing startup.

Originality/value

The premise of a budding start-up in a niche industry, such as robotics training in educational institutions and manufacturing of small-scale consumer robotics, adds to the novelty of the case.

Details

International Journal of Innovation Science, vol. 13 no. 2
Type: Research Article
ISSN: 1757-2223

Keywords

Article
Publication date: 13 July 2022

Avinash Chopra, Gokulananda Patel and Chandan Kumar Sahoo

This study aims to explore and validate the antecedents of employer branding (EB) and assess their impact on EB measures taken by Indian information technology firms while…

Abstract

Purpose

This study aims to explore and validate the antecedents of employer branding (EB) and assess their impact on EB measures taken by Indian information technology firms while promoting themselves as an employer of choice.

Design/methodology/approach

Through the method of content analysis of the EB literature published between 2010 and 2020, a total of 77 research articles that were published in various eminent sources, including papers 11 papers from Elsevier, 28 from Emerald, 12 from Taylor and Francis, 8 each from Wiley and Sage and finally 10 from Springer, were chosen for the final analysis. The results were confirmed through confirmatory factor analysis using structural equation modelling.

Findings

The analysis revealed the significant themes of the content: the primary antecedents of the EB, i.e. compensation and benefits, career opportunities, work–life balance, work environment and corporate social responsibility. The findings proposed that the employees working in the IT firms are more concerned about the compensation package, work–life balance and work environment. The study also suggested that employees love to work for organizations that benefit society and the environment.

Originality/value

The study emphasized the identification of the antecedents which are vital in impacting the organization’s EB strategy. The study suggested that corporate social responsibility, compensation and benefits and work–life balance are a few of the important antecedents that play a crucial role in engaging and retaining the existing talented employees in IT firms. Through the EB strategy, the firms can differentiate themselves from their competitors.

Details

VINE Journal of Information and Knowledge Management Systems, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2059-5891

Keywords

21 – 30 of over 6000