Got Employer Image? How Applicants Choose Their Employer

IF 1.5 Q3 BUSINESS CORPORATE REPUTATION REVIEW Pub Date : 2021-07-22 DOI:10.1057/s41299-021-00119-3
Daniel Hoppe, Helen Keller, Felix Horstmann
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引用次数: 2

Abstract

This research investigates applicants’ preferences in employer choice to identify relevant components of employer image that are best to be communicated in employer branding. Based on the instrumental–symbolic attribute framework assumptions about the relative importance of the organizational characteristics salary, location, flexibility of working hours, task attractiveness, prestige, innovativeness, and corporate social responsibility (CSR), and their interrelations were tested in an empirical setting. Additionally, interindividual differences in career ambition were investigated as a moderating variable. To measure the actual decision behavior of N = 136 ongoing university graduates, Adaptive Choice-Based Conjoint (ACBC) Analysis was used. Based on the respondents’ preferences, the importance of each attribute was calculated and set in relation to one another. The results show that moderate attractive instrumental organization attributes form a precondition for symbolic attributes to become relevant at all. There is no evidence for a compensating relationship between instrumental and symbolic attribute classes. Career ambition shows some effects, especially on two-way interactions between instrumental and symbolic attributes. The innovative use of conjoint analysis in the instrumental–symbolic framework allowed to further investigate trade-off effects of attribute classes in the employer decision. The findings provide additional information on relevant elements of employer image and give suggestions for employer branding researchers and practitioners.

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雇主形象?申请人如何选择雇主
本研究调查了申请人在雇主选择方面的偏好,以确定雇主形象的相关组成部分,这些组成部分最适合在雇主品牌中进行沟通。基于工具-符号属性框架,对薪酬、工作地点、工作时间灵活性、任务吸引力、声望、创新能力和企业社会责任的相对重要性进行了假设,并对它们之间的相互关系进行了实证检验。此外,职业抱负的个体间差异作为调节变量进行了研究。为了测量N = 136名在职大学毕业生的实际决策行为,采用了基于自适应选择的联合(ACBC)分析。根据受访者的偏好,计算出每个属性的重要性,并根据彼此的关系进行设置。结果表明,适度吸引的工具性组织属性是符号属性完全相关的先决条件。没有证据表明工具性和象征性属性类之间存在补偿关系。职业抱负表现出一定的影响,特别是在工具性属性和象征性属性的双向互动中。在工具-符号框架中创新性地使用联合分析,可以进一步研究雇主决策中属性类别的权衡效应。研究结果为雇主形象的相关要素提供了额外的信息,并为雇主品牌研究人员和实践者提供了建议。
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来源期刊
CiteScore
3.80
自引率
5.30%
发文量
19
期刊介绍: Corporate Reputation Review is the leading international journal for all scholars and academics concerned with managing and measuring corporate reputation.The Journal is reviewed by a distinguished editorial board, under the guidance of Guido Berens (Erasmus University, The Netherlands). Corporate Reputation Review provides a forum for rigorous, practically relevant academic research into reputations and reputation management, as well as related concepts such as identity and corporate communication.
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