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Employer branding as competitive advantage : important employer branding elements from the perspective of young professionals

Uebbing, E. (2015) Employer branding as competitive advantage : important employer branding elements from the perspective of young professionals.

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Abstract:An employee pool filled with professionals results in competitive advantage for organizations.. Therefore, organizations invest increasing amounts of time and money to attract the right talents through employer branding. The existing literature has been essentially focused on the organizations and what they perceived as crucial and expect of their employees. In contrast, this research aims to identify the elements perceived as important by graduates themselves. For this purpose, an online questionnaire (N=208) was spread to students close to graduation, which was divided into two parts. The first part focused on what graduates considered as crucial for a potential future employer and how the single characteristics relate to each other. Particularly soft skills attract attention, whereas no significant differences could be identified between the remaining characteristics: (a) 9 elements of employer brand (b) social adjustment concern, (c) value expression concern, (d) tangible benefits, (e) intangible benefits. The second part of the questionnaire included a 2x2 between-subject experimental design, aimed on examining whether the represented organization in form of an advertisement was perceived significantly different whether there was a focus on tangible vs intangible benefits or soft vs hard skills. Using a MANOVA-analysis, no significant different effects could be found. Based on the results, it can be assumed that an organization needs to communicate its practices openly to the outside world as well as to their employees and need to offer an attractive salary and certain intangible benefits as simultaneously.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/68833
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