Employer Branding: Examining the factors that influence employees’ perceptions on the attractiveness of the brand

Abstract

In our days due to the supplies and demands of the market, companies have started considering more seriously how they will attract and retain talent. In this study, I am going to investigate in what extend employer branding has to do with the intention of a candidate to apply for a job vacancy and the factors that affect it, from the perspective of the company and contribute further to the development of the existing literature. To achieve that, I am going to measure the emphasis on strategic human resources (HR), the organizational attributes, the organizational reputation, the organizational attractiveness and the emphasis on recruitment of the company. Employer branding has evolved a lot as a term and became a powerful tool for companies. Data have been collected from an online questionnaire which was contacted in quantitative method from 150 employees all over Cyprus. Furthermore, I performed statistical analysis of the data based on the results to check the existence or any correlations that might arise from the questionnaire. The results are analyzed at research level and displayed that employer branding is positively affected by all independent variables except for emphasis on recruitment and emphasis on strategic HR, as well as organizational attractiveness, where further research is needed. Limitations and suggestions for further research are also included.