EMPLOYER BRANDING OPERATIONALIZATION: IDENTIFICATION AND VALIDATION OF AN EMPLOYER ATTRACTIVENESS SCALE
EMPLOYER BRANDING OPERATIONALIZATION: IDENTIFICATION AND VALIDATION OF AN EMPLOYER ATTRACTIVENESS SCALE

Summary/Abstract: Since the 21st century, the competition for recruiting and retaining the most talented employees in organizations has increased considerably. Organizations are making sustained efforts to meet the new expectations of potential and existing employees. Through employer branding, a strategic tool available to organizations, organizations can attract and retain employees on a long-term. Employer attractiveness, perceived as an antecedent of an effective employer brand, assumes the perceived benefits that a potential employee identifies with an organization. The objectives of this study are to identify the dimensions of employer attractiveness that employees and potential employees (from Western Romania) consider important when choosing an employer, by testing and validating a scale starting from the EmpAt scale of Berthon et. al. (2005), and to investigate the differences that may occur depending on professional status. In a sample of 152 respondents (employees and students), the EFA provided a number of 4 dimensions of employer attractiveness: social value, interest value, management value and benefits value. Regarding the differences in professional status (student vs. employee) they do not exist, except for the value of management which is more important for students than for employees. The adapted scale showed good reliability and stability but required future confirmation and validation with a new sample of respondents. These results provide organizations with a deeper understanding of how they can develop their employer branding strategies in order to attract, retain and motivate employees and offer a reliable instrument for assessing employer attractiveness.

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