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Employer Brand in Crisis: Effects of a Values-related Crisis on Employer Brand Trust, Image and Attractiveness

Kirch, M.I. von (2016) Employer Brand in Crisis: Effects of a Values-related Crisis on Employer Brand Trust, Image and Attractiveness.

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Abstract:Developing a strong employer brand is essential for attracting skilled employees and has become increasingly challenging in view of the war for talent that currently prevails the job market, especially in Germany. As crises are known to have a devastating effect on brands, an organisational crisis can also weaken an employer brand and its goal of attracting the right talents. As yet, however, no research has investigated the employer brand in times of crisis from the perspective of prospective applicants. This study addresses the research gap by exploring the degree to which the values-related crisis type (environmental vs. privacy issues), the pre-crisis reputation (favourable vs. unfavourable), and the crisis timing strategy (proactive vs. reactive) have an effect on an employer brand. For this purpose, a 2 x 2 x 2 experimental design was applied and an online survey among 280 German students and job seekers was conducted. The results of multivariate as well as univariate analyses of variance and covariance confirm that an organisation’s crisis type as well as pre-crisis reputation have an impact on employer brand trust, image, and attractiveness. In contrast, the crisis timing strategy of an organisation influences only employer brand trust significantly.
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/71049
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