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How to attract digital marketeers of the future? : Research into Employer branding perceptions among potential employees.

Wenning, Marina (2020) How to attract digital marketeers of the future? : Research into Employer branding perceptions among potential employees.

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Abstract:Effective employer branding is a key driver for becoming a successful company nowadays. This paper examines the effect of the employer branding experience of the digital marketing agency Adwise on four different elements of perception: attractiveness, image, value proposition and intention to apply. Moreover, the study aims to get insights into the assessment of specific work values. The experience and effects of Adwise’s employer branding activities are examined through an online survey. In particular, (N =101) students with an interest in digital marketing were selected, by applying the purposive sampling technique. All of the students went through an application scenario of Adwise. Four simple linear regression analyses were performed to analyze the effects of the independent variable on the four dependent variables. The findings suggest that the perceived employer branding experience of Adwise has a significant positive effect on the perceived employer attractiveness, perceived employer image, perceived value proposition, and intention to apply. Also, a descriptive analysis of the work values revealed that working in a motivating environment is very crucial to students with interest in digital marketing. This research paper sheds light on the perception of Adwise’s employer branding experience among their potential employees. The obtained information is relevant for HR practitioners as it might increase the probability to attract human capital. Also, the findings allow Adwise to identify their self-assessment and discuss prospective future steps concerning their employer branding practices.
Item Type:Essay (Bachelor)
Clients:
Adwise, Almelo, Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 85 business administration, organizational science
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/80612
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