Providing a Model for Assessing the Consequences of Employer Brand Equity with Use of SEM Approach

Document Type : Research Paper

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Abstract

In today’s competitive labor markets, the challenge for organizations is to successfully attract and retain talented staff. Employer Brand Equity is the desired outcome of specific employer branding activities, encouraging applicants to apply and existing employees to stay with the company and could be a key factor of competitiveness for a company in labor market. The purpose of this study was to explore the relationship between the employer brand equity and applicant intention to apply for a job offer in employers’ company and also to test empirically whether this relationship is mediated by organizational attractiveness. Required data were collected through a questionnaire survey among 365 undergraduate and postgraduate students from 4 universities as applicants. Structural Equation Modeling and path analysis were used to test the hypothesized model. The results of this study indicate that from the component of employer brand equity, developmental value, economic value and brand trust have  significant effect directly on applicants intention and also indirectly through organizational attractiveness. The results also indicate that the effect of social and interest value is mediated through organizational attractiveness.
 

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References

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