Assessing the Role of Instrumental Attributes in Employer Branding
Keywords:
Branding, Employer Branding, Instrumental Attributes, Organizational Attractiveness, Intention to Apply.Abstract
Attracting and retaining the most talented employees is crucial for organizational success and survival. Organizations’ perceived image as an employer has been identified as one of the main determinants of job seekers’ attraction to organizations (Highhouse, Zickar, Thorsteinson, Stierwalt, and Slaughter, 1999). Employer image consists of individuals’ perceptions of what is distinctive, central, and enduring about the organization as a place to work (Highhouse, Brooks, and Gregarus, 2009). It has become a challenge for the organizations to create and change their employer image to attract the right employees, a process called employer branding (Edwards, 2010).
Further, the shortage in labour market has made it important for the organizations to stand aside or to be prominent from their competitors in the war for talent and to be seen as attractive employer for prospective applicants. So, the focus in this study is on instrumental image traits and its’ influence on young students.
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