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How do employees choose employers? - Building the consideration and non-consideration set of employer brands

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BUILDING THE CONSIDERATION AND NON-CONSIDERATION SET OF EMPLOYER BRANDS.pdf (153.4Kb)
Autor
Ronda González, Lorena
Valor Martínez, Carmen
Abril Barrie, Carmen
Estado
info:eu-repo/semantics/draft
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Resumen
 
 
Scholarship on employer attractiveness has traditionally focused on the employment attributes driving the choice of a brand to work for. However, in the consumer realm, recent anti-consumption research has revealed that studying the reasons for not choosing a brand is as valuable for understanding consumer behaviour as researching their motivation for choosing brands. This paper aims to examine which employment attributes influence both the consideration and non-consideration set of employer brands in a study with 380 undergraduate and graduate student surveys. Results show that the reasons for consideration (organizational characteristics) and non-consideration (ethical attributes) are different, and both are mostly attributable to the employee's fit with the brand rather than to job attributes. This paper defines the set of attributes that potential employees consider and unveils differences in the construction of the consideration and non-consideration set of employer brands.
 
URI
http://hdl.handle.net/11531/26192
How do employees choose employers? - Building the consideration and non-consideration set of employer brands
Palabras Clave

Employer brand, consideration set, employer of choice
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Repositorio de la Universidad Pontificia Comillas copyright © 2015  Desarrollado con DSpace Software
Contacto | Sugerencias