Employer branding: employer attractiveness and the use of social media Student’s

Research title : Signature

Researcher(s) : Anne-Mette Sivertzen, Etty Ragnhild Nilsen and Anja H. Olafsen

Journal title : Journal of Product & Brand Management

Published
Publisher : Emerald Insight time: 2013 ( )


Research Design : Exploratory Research Note :

Descriptive Research

Causal Research
Methodology / approach :
Electronic questionnaires were distributed to students at three higher education institutions in Norway. The
proposed model is analysed on the basis of 366 responses related to three well-known Norwegian engineering firms.

Respondents / Participants : The respondent pool is a Norwegian engineering students through a web-based survey about three
wellknown Norwegian engineering firms. Students are suitable for
the present research as they are job seekers in the near future and, hence, potential employees for the firms
in question. In total 184 engineering students, 133 male and 51 female, answered the survey. Of the
respondents, 4 per cent were less than 20 years
old, 90 per cent were between 21 and 30, and 6 per cent were more than 31 years old. There were 45 per
cent with no work experience, 39 per cent had less than two years of work experience, and 16 per cent had
more than two years of work
experience.

Research Propositions / :
Hypothesis or Model

H1 : Potential employees’ perception of the five dimensions of employer attractiveness has a positive relation
H2 : Potential employees’ perception of employers’ use of social media has a positive relation with a good
corporate reputation.
H3 : High corporate reputation has a positive relation with the potential employees’ intention to apply for a job.
H4 : Potential employees’ perception of employers’ use of social media positively moderates the relationship
between corporate reputation and potential employees’ intention to apply for a job.

Exist in

Nothing page :
Measurement/indicators : Page 482
Research Findings :
The results indicate that several employer attributes are positive for corporate reputation, which again is related to attraction of
potential employees. Specifically, the results suggest that innovation value, psychological value, application value, and the use of
social media positively relate to corporate reputation, which in turn is positively linked to intentions to apply for a job.
Psychological value, which is the strongest predictor, is also directly related to intentions to apply for a job. Furthermore, the
validation of the EmpAt scale resulted in different dimensions than in the original study.New dimensions and a re-arrangement of
indicators are proposed.
Journal Review

Employer branding: employer attractiveness and the use of social media Student’s
Research title : Signature

Researcher(s) : Anne-Mette Sivertzen, Etty Ragnhild Nilsen and Anja H. Olafsen

Journal title : Journal of Product & Brand Management

Published
Publisher : Emerald Insight time: 2013 ( )


Research Design : Exploratory Research Note :

Descriptive Research

Causal Research
Methodology / approach :
Electronic questionnaires were distributed to students at three higher education institutions in Norway. The
proposed model is analysed on the basis of 366 responses related to three well-known Norwegian engineering firms.

Respondents / Participants : The respondent pool is a Norwegian engineering students through a web-based survey about three
wellknown Norwegian engineering firms. Students are suitable for
the present research as they are job seekers in the near future and, hence, potential employees for the firms
in question. In total 184 engineering students, 133 male and 51 female, answered the survey. Of the
respondents, 4 per cent were less than 20 years
old, 90 per cent were between 21 and 30, and 6 per cent were more than 31 years old. There were 45 per
cent with no work experience, 39 per cent had less than two years of work experience, and 16 per cent had
more than two years of work
experience.

Research Propositions / :
Hypothesis or Model

H1 : Potential employees’ perception of the five dimensions of employer attractiveness has a positive relation
H2 : Potential employees’ perception of employers’ use of social media has a positive relation with a good
corporate reputation.
H3 : High corporate reputation has a positive relation with the potential employees’ intention to apply for a job.
H4 : Potential employees’ perception of employers’ use of social media positively moderates the relationship
between corporate reputation and potential employees’ intention to apply for a job.

Exist in

Nothing page :
Measurement/indicators : Page 482
Research Findings :
The results indicate that several employer attributes are positive for corporate reputation, which again is related to attraction of
potential employees. Specifically, the results suggest that innovation value, psychological value, application value, and the use of
social media positively relate to corporate reputation, which in turn is positively linked to intentions to apply for a job.
Psychological value, which is the strongest predictor, is also directly related to intentions to apply for a job. Furthermore, the
validation of the EmpAt scale resulted in different dimensions than in the original study.New dimensions and a re-arrangement of
indicators are proposed.