Gender Perceptions: Employer Branding Through Attractiveness, Job Characteristics and Organizational Attributes

Summer Aslam, Cordelia Mason, Asma Zakria and Mohd Farid
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Summer Aslam: Department of Human Resource Management, University of Kuala Lumpur, Jalan Sultan Ismail, Kuala Lumpur, MALAYSIA
Cordelia Mason: Dean, Management Sciences, University of Kuala Lumpur, Jalan Sultan Ismail, Kuala Lumpur, MALAYSIA
Asma Zakria: Lecturer, Management Sciences, University of Kuala Lumpur, Jalan Sultan Ismail, Kuala Lumpur, MALAYSIA
Mohd Farid: Marketing Department, University of Kuala Lumpur, Jalan Sultan Ismail, Kuala Lumpur, MALAYSIA

American Journal of Trade and Policy, 2016, vol. 3, issue 2, 47-52

Abstract: The novelty of employer branding is undeniable in HR practices. However, the pair studies are also found in employer branding with the perception of gender. A gender difference occurs when males and females react differently in perceptions. In Pakistan, human capital is inadequate in bank jobs, and female less appearance in the sector creates more shortage of skilled employees. However, the results reported have given an insignificant difference between males and females in the perception of employer branding. Moreover, the gender disparity has no borders, so re-justification is admirable in other regions. Hence, a significant relationship exists between employer branding and intention to apply. Intent to use is a central dealing with recruitment as appears with the wish for of submitting a job application. Furthermore, a wider applicant pool can achieve with employer branding. Employers can persuade potential employees through attractiveness, unique organizational attributes, and job characteristics. Concluded, banks in Pakistan can increase a wider applicant pool by implementing employer branding. Data Analysis was done by using SPSS and intelligent PLS. Future recommendations and implications are at the end.

Keywords: Employer Branding; Intention to apply; Gender Difference; Banking Sector (search for similar items in EconPapers)
JEL-codes: J62 (search for similar items in EconPapers)
Date: 2016
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