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How to attract applicants in the Atlantic versus the Asia-Pacific region? A cross-national analysis on China, India, Germany, and Hungary

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  • Baum, Matthias
  • Kabst, Rüdiger

Abstract

While previous studies have shown that firms need to build a favourable employer image to prevail in the war for talent we still lack of an international perspective on employer branding. Based on a survey among engineering students from China, India, Germany, and Hungary, we show that the impact of some facets of employer image (e.g. task attractiveness) varies across different countries, while other employer image facets, such as perceived career opportunities and working atmosphere, unfold a stable influence on students’ intention to apply. Thus, we propose that there is an opportunity for a global employer positioning approach.

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  • Baum, Matthias & Kabst, Rüdiger, 2013. "How to attract applicants in the Atlantic versus the Asia-Pacific region? A cross-national analysis on China, India, Germany, and Hungary," Journal of World Business, Elsevier, vol. 48(2), pages 175-185.
    • Handle: RePEc:eee:worbus:v:48:y:2013:i:2:p:175-185
    DOI: 10.1016/j.jwb.2012.07.002
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    2. Gordhan K. Saini & I. M. Jawahar, 2021. "Do Employment Experience and Attractiveness Rankings Matter in Employee Recommendation? A Firm-level Analysis of Employers," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 46(2), pages 175-191, May.
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    4. Moser, Kilian J. & Tumasjan, Andranik & Welpe, Isabell M., 2017. "Small but attractive: Dimensions of new venture employer attractiveness and the moderating role of applicants' entrepreneurial behaviors," Journal of Business Venturing, Elsevier, vol. 32(5), pages 588-610.
    5. Daniel Hoppe & Helen Keller & Felix Horstmann, 2022. "Got Employer Image? How Applicants Choose Their Employer," Corporate Reputation Review, Palgrave Macmillan, vol. 25(2), pages 139-159, May.
    6. Laïla Benraiss-Noailles & Catherine Viot, 2017. "Attractiveness of low-cost companies? The Influence of the employer brand on the attractiveness of low-cost companies [L' attractivité des entreprises low-cost ? Le rôle du Capital-Marque Employeur," Post-Print hal-01803635, HAL.
    7. Won‐Moo Hur & Tae‐Won Moon & Han‐Geun Lee, 2018. "Employee engagement in CSR initiatives and customer‐directed counterproductive work behavior (CWB): The mediating roles of organizational civility norms and job calling," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1087-1098, November.
    8. Mukherjee, Debmalya & Kumar, Satish & Mukherjee, Deepraj & Goyal, Kirti, 2022. "Mapping five decades of international business and management research on India: A bibliometric analysis and future directions," Journal of Business Research, Elsevier, vol. 145(C), pages 864-891.
    9. Nguyen, Minh Tuan & Huynh, Cong Minh, 2022. "The impact of employer branding on job application intention: Evidence from business undergraduates in Vietnam," MPRA Paper 112927, University Library of Munich, Germany.
    10. Laïla Benraiss-Noailles & Catherine Viot, 2014. "Employers, stand out! Employer brand: A valuable field untapped? [Employeurs démarquez-vous ! La marque employeur, un gisement de valeur inexploité ?]," Post-Print hal-01803664, HAL.
    11. Schmoll, René & Süß, Stefan, 2019. "Working Anywhere, Anytime: An Experimental Investigation of Workplace Flexibility's Influence on Organizational Attraction," management revue - Socio-Economic Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 30(1), pages 40-62.
    12. Farndale, Elaine & Beamond, Maria & Corbett-Etchevers, Isabelle & Xu, Shiyong, 2022. "Accessing host country national talent in emerging economies: A resource perspective review and future research agenda," Journal of World Business, Elsevier, vol. 57(1).
    13. Brunner, Christian Boris & Baum, Matthias, 2020. "The impact of brand portfolios on organizational attractiveness," Journal of Business Research, Elsevier, vol. 106(C), pages 182-195.
    14. Überschaer, Anja & Baum, Matthias, 2020. "Top employer awards: A double-edged sword?," European Management Journal, Elsevier, vol. 38(1), pages 146-156.
    15. Sebastien Knockaert & François Grima & Olivier Brunel, 2018. "Prestige, respect et responsabilité sociale : attributs symboliques comme facteur d'attractivité organisationnelle d'une association," Post-Print hal-02362420, HAL.
    16. Isabel Reis & Maria José Sousa & Andreia Dionísio, 2021. "Employer Branding as a Talent Management Tool: A Systematic Literature Revision," Sustainability, MDPI, vol. 13(19), pages 1-22, September.
    17. Bich Ngoc Le & Dirk Morschett, 2023. "Employer Attractiveness of EMNEs: The Role of CSR in Overcoming Country-of-Origin Image Constraints in Developed Host Countries," Management International Review, Springer, vol. 63(2), pages 313-346, April.
    18. Baum, Matthias & Sterzing, Anke & Alaca, Neslim, 2016. "Reactions towards diversity recruitment and the moderating influence of the recruiting firms' country-of-origin," Journal of Business Research, Elsevier, vol. 69(10), pages 4140-4149.
    19. Laïla Benraiss-Noailles & Olivier Herrbach & Catherine Viot, 2019. "The impact of employer brand equity on organizational attractiveness: The moderating role of familiarity [L'effet du capital marque employeur sur l'attractivité organisationnelle : Le rôle modérate," Post-Print hal-02089617, HAL.
    20. Gahye Hong & Eunmi Kim, 2017. "Overcoming country-of-origin image constraints on hiring: the moderating role of CSR," Asian Business & Management, Palgrave Macmillan, vol. 16(4), pages 253-271, December.
    21. Christian P Theurer & Andranik Tumasjan & Isabell M Welpe, 2018. "Contextual work design and employee innovative work behavior: When does autonomy matter?," PLOS ONE, Public Library of Science, vol. 13(10), pages 1-35, October.
    22. Antonios Kargas & Alexios Tsokos, 2020. "Employer Branding Implementation and Human Resource Management in Greek Telecommunication Industry," Administrative Sciences, MDPI, vol. 10(1), pages 1-14, March.

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