Year: 2019
Type: article
Study design: Observational Study
Abstract: The employer brand concept has been dynamically developing over the past 20 years. Although there are substantial advantages given by the employer brand, its value for specific target groups needs to be explored more deeply. The aim of this article is to identify the key employer brand attributes that are important for young business specialists and to reveal the benefits for the company brought by the employer brand. The empirical research based on mixed methodology (in-depth interviews and a survey among business school bachelor and master program students) was conducted to identify the role of the employer brand in the employment decisions of young specialists and in shaping their salary expectations. The results showed that the jobseekers want to work in the company with the employer brand even if it provides lower wage level. The attributes important for young specialists were found to include both business environment features and internal employer brand characteristics.
Source: Russian Management Journal
Institution: St Petersburg University
Language: English
Topic: Employer Branding and e-HRM
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2946024864