Identifying the Dimensions of Employer Brand Attractiveness: Students' Perspective Vs. Employees' Perspective

Authors

  •   Sangeeta Trott Associate Professor, ITM-SIA Business School, Plot-88, MIDC, Dombivli Gymkhana Road, Near Balaji Mandir, Dombivli (E) - 421203, Mumbai

DOI:

https://doi.org/10.17010/pijom/2013/v6i4/59989

Keywords:

Employee Perspective

, Brand Attractiveness, Descriptive Statistics, Student Perspective

M12

Abstract

Purpose: The purpose of the paper is to find out the most important factor for employer brand attractiveness from the perspective of the students as well the employees.

Data Collection: Data was collected from B-school students and middle level employees of Mumbai region. 406 respondents were chosen for the purpose. The data was collected by using an online questionnaire. About 177 responses were received in the students' category and 77 responses were received in the employee category.

Data Analysis: The data was analyzed using SPSS. Descriptive statistics and Factor Analysis were used to analyze the data further. The data analysis revealed some interesting results.

Managerial Implications: The study would be of great use to the marketers in designing strategies for good employer brand attractiveness.

Limitations: The major limitation of the study was the limited sample size.

Downloads

Download data is not yet available.

Downloads

Published

2013-04-01

How to Cite

Trott, S. (2013). Identifying the Dimensions of Employer Brand Attractiveness: Students’ Perspective Vs. Employees’ Perspective. Prabandhan: Indian Journal of Management, 6(4), 31–39. https://doi.org/10.17010/pijom/2013/v6i4/59989

Issue

Volume 6, Issue 4, April 2013

Section

Human Resources Management
Crossref
Scopus
Google Scholar
Europe PMC

References

Ambler, T., & Barrow, S. (1996). "The Employer Brand." The Journal of Brand Management, 4 (3), pp. 185-206.

Arachchige, J.H. Bhadra, & Robertson, A. (2011). "Business Student Perception of A Preferred Employer : A Study Identifying Determinants of Employer Branding." The IUP Journal of Management, 8 (3), pp. 25-46.

Lloyd, S. (2002). "Branding From Inside and Out." Business Review Weekly, 24 (10), pp. 64-66.

Maxwell & Knox (2009). "Motivating Employees To "Live" The Brand : A Comparative Study of Employer Brand Attractiveness Within The Firm." Journal of Marketing Management, 25 (9-10), pp. 893-907.

Moroko, L., & Uncles, M. D. (2008). "Characteristics of Successful Employer Brand." Journal of Brand Management, 16 (3), pp. 160-175. DOI:10.1057/bm.2008.4.

Roy, S. (2008). "Identifying the Dimensions of Attractiveness of Employer Brand in the Indian Context." South Asian Journal of Management, 15 (4), pp. 110-130.