University of Twente Student Theses


From employer attractiveness to employer branding: results of a mixed methods research

Broek, M.N. ten (2015) From employer attractiveness to employer branding: results of a mixed methods research.

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Abstract:Companies nowadays have to distinguish themselves from their competitors not only on products or services, but also as an employer. This study explores job and organizational elements that make a company attractive to both potential (students) and current workers (employees) and determines how a company can use employer branding to communicate those elements. A research using mixed-method designs was conducted: literature study, quantitative study and qualitative study. The literature study resulted in an overview of how employer attractiveness and employer branding can be distinguished. Questionnaires and interviews were conducted among Master students of three different universities as well as employees. Results of the questionnaires showed that employees are significantly more interested in familiarity with the company and diversity, while students pay more attention to training & development, flexibility in working hours and task significance. The interviews confirmed the completeness of the questionnaire and added details about some aspects of employer branding. The company should determine what makes itself attractive as an employer, align this with elements that are attractive for different groups, followed by a clear and realistic internal and external branding message.
Item Type:Essay (Master)
Saint-Gobain Abrasives B.V., Eibergen, the Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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