Employees are one of the key resources involved in building of corporate reputation. The efficiency of employees is reflected in the corporate reputation and depends on the development of the ...employer brand. The concept of the employer brand is aimed at building the image of attractive employer in the labor market and implies providing functional, psychological and economic benefits for potential and current employees. The aim of this paper is to examine the interdependence of the employer brand dimensions and the corporate reputation of the observed hotels in the Republic of Serbia. The research involved the application of correlation analysis, regression analysis and non-parametric tests to check the differences between groups. In the paper are observed three dimensions of the employer brand: functional-economic value, social value and interest value. It is proved and the presence of a positive and statistically significant correlation between the dimensions of the employer brand and the corporate reputation of the observed hotels. Based on the processed data, the influence of the dimensions of the employer brand on the corporate reputation of the hotel has been proven, with the strongest influence on the social value and functional-economic value. Non-parametric tests did not reveal a statistically significant difference in the level of development of the employer's brand dimensions between different categories of hotels.
Employees play a central role in organizational functioning and representation. HR managers thus strive to create an attractive employer image that stimulates employees' attachment and ...ambassadorship. However, presently, there is limited research about how employees perceive and react toward their organization's employer brand. More importantly, the studies available have focused on content attributes only (i.e., instrumental and symbolic image dimensions). This has resulted in limited (content‐based) understanding of the construct and failure to incorporate its branding‐related aspects (process attributes) which represent the crux of employer branding theory. Thus, using the HRM system strength theory and employer branding literature, this article examines three process characteristics (i.e., employer brand distinctiveness, consistency, and consensus) vis‐à‐vis instrumental and symbolic content attributes to understand employee reactions (i.e., employer attractiveness, organizational identification, and employee ambassadorship). Data were collected at two times through Prolific Academic with 254 UK and US employees. Results suggest that employer brand process attributes are valuable sources to enhance employees' identification with their organization. Moreover, distinctiveness and consistency seem especially instrumental in enhancing employees' attractiveness perceptions and display of positive ambassadorship. In addition, the process attributes explain significant incremental and unique variance beyond content attributes in employee reactions.
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.
Purpose- The main focus of the study is to examine how talent attraction dimensions such as employee value proposition, employer branding, Job flexibility and recruitment and selection affect ...organizational competitiveness in manufacturing firms in Lagos State, Nigeria. Methodology- The study adopted a survey-based research design. The permanent staff of the selected ten (10) food, beverages, and tobacco manufacturing firms in Lagos State made up the population of the study. The respondents consist of 368 employees which represent the sample size of the study. Data was obtained through the use of questionnaire. Relative Important Index (RII) and Multivariate linear regression was used for data analysis with aid of SPSS version 26. Findings- The result revealed a strong effect of talent attraction variables such as employee value proposition with (β=0.611, t= 7.451, p<0.05); Job flexibility with (β=0.505, t=9.182, p< 0.05); employer branding with (β=0.434, t= 9.607, p <.0.05) and recruitment and selection with (β=0.401, t=6.481, p <.0.05) on organizational competitiveness. Limitations of the study-The scope of this study was limited to food, beverages and tobacco manufacturing subsector operating only within the territory of Lagos state, Nigeria. Furthermore, the study looked at talent attraction variables which is only a component of talent management strategies. Practical Implication-The manufacturing companies, especially the ones in food, beverages and tobacco manufacturing sub-sector should consider talent attraction strategies as a viable tool for identifying and attracting skilful and competent staff to fill vacant position. This is critical to the attainment of present and future organizational objectives as well as gaining competitive advantage. Originality/Value- This study makes a clear understanding of talent attraction and its immense contribution to organizational competitiveness and performance. It also provided a basis for future researcher to explore more on the dynamics of talent attraction in the field of human resource management.
RESUMEN El dinamismo del entorno de las universidades las obliga a desarrollar estrategias diferenciadoras para captar y retener a los mejores docentes. El estudio analiza los efectos indirectos de ...la experiencia de marca empleadora como un factor impulsor en la influencia de la cultura sobre el compromiso organizacional. La metodología del estudio, sigue la ruta del enfoque cuantitativo, se realizó en una muestra de 369 docentes universitarios de la región Arequipa - Perú, contrastando las hipótesis utilizando mínimos cuadrados parciales mediante ecuaciones estructurales. Los resultados muestran que existen relaciones directas positivas y significativas entre la experiencia de marca empleadora, cultura y compromiso organizacional. Asu vez, la experiencia de marca empleadora media y modera significativamente la relación entre cultura y compromiso organizacional. La cultura organizacional por sí sola no tiene tanta repercusión en compromiso organizacional. Sin embargo, la mediación - moderada de la experiencia de marca empleadora mejora esta relación. Por lo tanto, para fortalecer la cultura y el compromiso organizacional, deben incluirse prioritariamente la gestión de la marca empleadora como un factor dinamizador.
Purpose This study aims to investigate the direct effect of organizational reputation (OR), employer brand (EB) and organizational attributes (OA) on the intention to apply for a job vacancy (IAJV); ...further, it examined the mediating effect of employer brand in the OA-IAJV relationship while taking into consideration the moderating effect of organizational reputation. Design/methodology/approach A mixed-method approach was employed, with ten in-depth interviews followed by a questionnaire with additional 356 job seekers in Cairo and Giza cities; the sample includes both fresh graduates and experienced job applicants in the job market. The qualitative analysis confirmed that some respondents use organizational reputation as a signal of its performance. The path analysis technique tests the research hypotheses using a partial least squares structural equation modeling (PLS-SEM). Findings The findings revealed that the most influential variable in the intention to apply is organizational attributes, followed by organizational reputation and finally employer brand. There is a significant relationship between organizational attributes and intention to apply for a job vacancy via employer brand. In addition, the results indicate a noteworthy moderating impact of organizational reputation on the association between employer brand intentions to apply for a job and the relationship between organizational attributes and intention to apply for a job opening. Originality/value To the best of the authors’ knowledge, this study contributes to the understanding of the direct and indirect effects of organizational reputation and organizational attributes on intention to apply through the mediating role of the employer brand. This research opens new avenues for recruitment research, considering the moderating effect of organizational reputation on strengthening the impact of the independent variables on the intention to apply and the interaction between the variables affecting the intention. Further, this study focuses on the needs of the job applicants when perceiving the organizational factors and identifies which signals can generate the intention to apply according to the signaling theory.
For years, the labor market has been facing the problem of finding suitable employees for vacant positions. Despite a large number of unemployed persons, recruitment and selection is still a problem ...for companies. Today, companies face challenges in recruiting and retaining a talented workforce. New technologies bring with them new requirements and job descriptions, so the lack of qualified candidates is becoming more and more obvious. Employer branding can serve as a strategy for business organizations to position themselves on the labor market so that potential candidates will perceive them as a desirable place to work, and also for the purpose of retaining existing employees. Every business organization has its own reputation, ie. Brand, but it is important how it will be managed and what benefits could bring.
Purpose
The purpose of this paper is to identify the differences in employer branding between the companies that participate and those that do not participate in employer ranking.
...Design/methodology/approach
Quantitative data were collected through a survey from 188 companies operating on the Russian labour market. Descriptive statistics, frequency analysis, correlation analysis and multivariate analysis of variance were used to analyse the collected data.
Findings
The findings revealed specific profiles of the companies that participated and did not participate in employer ranking. Companies differed in their employer branding orientation, internal branding, employer branding strategy, employer branding programmes and employer branding communications tasks. At the same time, brand orientation did not differ between participants and non-participants of employer ranking.
Originality/value
This study integrates the employer brand equity theory and the signalling theory to better explain the differences between participants and non-participants of employer ranking.
The human resource related Instagram posts of five privately held and foreign banks operating in Turkey were analyzed. Effective human resources practices are important for the supply of competent ...human resources in the sector and retention of existing employees. Additionally, communication established through social media platforms also increase the preferability of institutions. Data were obtained through the official human resources Instagram accounts of the banks in the sample. A qualitative research was conducted for the data obtained as of April 2021, and the posts were grouped by content analysis. Among the accounts the five banks examined, Denizbank A.Ş. had the highest number of posts, with 1,518 since the opening of the account. It was also the bank with the highest number of followers with 25,300. It is seen that 40% of the posts were about event news and announcements, followed by the job postings at the rate of 15%. When we look at the number of likes received by the banks, it is possible to say that the event news and announcement contents received the highest rate of likes with 43%, followed by 23% of the posts that were providing interactive competitions. It is seen that 63% of the posts of the banks were photographs. It is thought that the study will be beneficial to researchers, managers and employees who are interested in the field.
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.
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