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Is there a need for a change in employer branding practices? – a shift in employer attractiveness attributes/dimensions during the last decade

Author

Listed:
  • Nina Pološki Vokić

    (Faculty of Economics and Business, University of Zagreb)

  • Vinko Mostarac

    (Croatian Chamber of Economy)

Abstract

The aim of the paper is to explore the shift in key employer attractiveness (EA) attributes/dimensions in Croatia during the last decade, as well as to explore whether preferred EA attributes/dimensions differ based on individual characteristics. In the theoretical part of the paper the concept and attributes/dimensions of EA are briefly unfolded, together with the elaboration of the shift in potential and current employees’ EA attributes/dimensions preferences during the last period worldwide, and the elaboration of the impact of individual characteristics and contextual conditions on their preferences. In the empirical part of the paper, both the secondary data analysis and the primary research of preferred EA attributes/dimensions are presented. Firstly, 2006 to 2017 results of the national “Employer of the first choice” survey were longitudinally analysed. Secondly, a survey on a sample of 109 graduate management students from the Faculty of Economics and Business – Zagreb was conducted, and the collected data were compared with previous findings. Both secondary and primary data analysis revealed that preferred EA attributes/dimensions have changed over time. Furthermore, EA attributes/dimensions preferences were found to relate to respondents’ gender and age according to secondary data, and to respondents’ gender and income presence according to primary data.

Suggested Citation

  • Nina Pološki Vokić & Vinko Mostarac, 2019. "Is there a need for a change in employer branding practices? – a shift in employer attractiveness attributes/dimensions during the last decade," EFZG Working Papers Series 1905, Faculty of Economics and Business, University of Zagreb.
    • Handle: RePEc:zag:wpaper:1905
    as

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    References listed on IDEAS

    as
    1. Farid Sedighi & Martin Loosemore, 2012. "Employer-of-choice characteristics in the construction industry," Construction Management and Economics, Taylor & Francis Journals, vol. 30(11), pages 941-950, November.
    2. Howard Adler & Richard Ghiselli, 2015. "The Importance of Compensation and Benefits on University Students¡¯ Perceptions of Organizations as Potential Employers," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 6(1), pages 1-9, February.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    employer branding; employer attractiveness; employer attractiveness attributes; employer attractiveness dimensions; Croatia;
    All these keywords.

    JEL classification:

    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation
    • M50 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - General
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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