Roles of Employer Brand Trust and Brand Value on Employer Attractiveness and Job Selection of the Prospective Job Applicants
Roles of Employer Brand Trust and Brand Value on Employer Attractiveness and Job Selection of the Prospective Job Applicants
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2017-04
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Assumption University
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N963r 2017
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eng
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application/pdf
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99 pages
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Abstract
To compete in nowadays business environment, one focus that an organization should
not overlook is the quality of the employees since it undoubtedly influences the
organizational performance and leads to organizational success. The effectiveness of
the Job employment process has been issued in the human resource field for decades.
"Employer branding" is a human resource strategic tool that the organization can use
to obtain the talented and skillful employees who fit well with the organization and its
requirements while "employer attractiveness" extended from the employer branding
has been also emphasized. Brand trust, brand image, brand sincerity, brand
competence, and brand affects are emphasized in this study since they would lead to
the perceived value of the brand of the employer firm. The job seekers would perceive
a firm as attractive if they receive positive information from the firm and perceive the
firm as high fit with them. Consequently, applying a job at that particular firm could
be expected. The question, "How does the employer branding affect the employer's
brand value, employer attractiveness, and job selection of the prospective job
applicants?" was proposed in this research.
The methodology used in this research can be categorized into two parts, development
of employer attractiveness scale and examining the relationship between employer
branding, employer brand value and intention of the job seekers to apply for the job at
the attractive firm. The 30-item measurement scale for employer attractiveness was obtained from the first part. The questionnaire survey was conducted with 1,128 job
seekers who were the last year students of three universities. Five industries of the
firms that the job seekers would like to work with were focused. Structural equation
modeling with multiple group analysis together with one way ANOV A and
independent sample t-test were adopted to test the research framework and related
hypotheses.
The results indicated the significant relationship between all employer branding
constructs and employer brand value except brand competence. The significant
relationship between brand competence, brand affect, and brand trust and employer
attractiveness were also found. Employer brand value was significantly related to
employer attractiveness and but not significantly related to intention to apply for the
job. Significant relationship between employer attractiveness and intention to apply
for the job at their favorite firms was shown. Significant differences of some
constructs between gender and among job applicants who had different GP A and
different favorite firms were found. Moreover, the difference of the SEM models of
the job applicants who would like to work in different industries was found.
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Includes bibliography.
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