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

Samoliuk Natalia (), Bilan Yuriy (), Mishchuk Halyna () and Mishchuk Viktoriia ()
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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

Management & Marketing, 2022, vol. 17, issue 1, 61-72

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.

Keywords: employer brand; employer value proposition; values; human resources management; labour market (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:17:y:2022:i:1:p:61-72:n:1

DOI: 10.2478/mmcks-2022-0004

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