Den attraktiva arbetsgivaren
En kvantitativ studie om beståndsdelarna av och förklaringsfaktorerna till ett attraktivt arbetsgivarvarumärke -
Talented and committed employees are important resources for a company?s competitiveness. With the escalating competition for competent employees, a strong employer brand has come to play an increasingly important role as a means of attracting employees with a desirable profile. In this study, brand theory is applied to the results of a quantitative study of students? evaluation of an attractive employer, in order to identify the factors which explain why certain employers are perceived as more attractive than others. Young academics are treated as counterparts of consumers in a purchasing situation. We therefore expect that the potential employee?s experiences and perceptions of an employer brand evolve in a similar way as the consumer?s experiences and perceptions of a product. The results of the study indicate that an attractive employer brand amongst other factors are constituted by company and job related associations, organizational personality, user imagery, a perceived fit between the employer?s and the employee?s personality ("person-organization fit"), and psychological associations of a higher order. Factors with the greatest effect on the employer brand attitude are the young academics? perception of the employer as ?personal?, and of its employees as ?calm?. The results also point to a direct positive relationship between the young academic?s subjective knowledge about the employer and its attitude to the employer brand, which also appears to have a moderating effect on the employer brand attitude.