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Employer brand: key values influencing the intention to join a company

Author

Listed:
  • Samoliuk Natalia

    (National University of Water and Environmental Engineering,Rivne, Ukraine)

  • Bilan Yuriy

    (Alexander Dubcek University of Trencin, Trencin, Slovakia; Sumy State University, Ukraine)

  • Mishchuk Halyna

    (National University of Water and Environmental Engineering, Rivne, Ukraine)

  • Mishchuk Viktoriia

    (National University of Water and Environmental Engineering, Rivne, Ukraine)

Abstract

Among the efforts to create a company brand, the development of a successful employer brand is today not only a sign of a socially responsible business, but also a tool to achieve competitive advantages in the labour market, expand employment opportunities, and retain the best employees. The key values that influence the intention to join a company vary among different groups of employees, which must be taken into account when creating a successful employer value proposition (EVP). The purpose of this study is to assess the differences between the key values of employed and potential workers whose work is most on demand in the labour market (generations Y and Z, with higher education and those who obtain higher education). The research was conducted on the basis of a sociological survey of a representative sample of respondents (510 respondents). The main differences in the perception of the employer’s brand are identified by gender (higher value of safety in the workplace for women, and opportunities for personal development for men), as well as in the groups selected by the availability of experience: pay is valued highest by respondents with work experience; for those who have no work experience, the employer’s brand reputation is a more important factor. There are also significant differences in assessments of the importance of workplace safety, professional development, comfortable environment, and work-life balance.

Suggested Citation

  • Samoliuk Natalia & Bilan Yuriy & Mishchuk Halyna & Mishchuk Viktoriia, 2022. "Employer brand: key values influencing the intention to join a company," Management & Marketing, Sciendo, vol. 17(1), pages 61-72, March.
    • Handle: RePEc:vrs:manmar:v:17:y:2022:i:1:p:61-72:n:1
    DOI: 10.2478/mmcks-2022-0004
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    References listed on IDEAS

    as
    1. Miles, Sandra Jeanquart & McCamey, Randy, 2018. "The candidate experience: Is it damaging your employer brand?," Business Horizons, Elsevier, vol. 61(5), pages 755-764.
    2. Olena Oliinyk & Yuriy Bilan & Halyna Mishchuk & Oleksandr Akimov & László Vasa, 2021. "The Impact of Migration of Highly Skilled Workers on The Country’s Competitiveness and Economic Growth," Montenegrin Journal of Economics, Economic Laboratory for Transition Research (ELIT), vol. 17(3), pages 7-19.
    3. Bălan Mădălina & Marin Silvia & Mitan Andreea & Pînzaru Florina & Vătămănescu Elena-Mădălina & Zbuchea Alexandra, 2019. "Leaders in focus: generational differences from a personality-centric perspective," Management & Marketing, Sciendo, vol. 14(4), pages 372-385, December.
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