Influences of Employer Branding and Brand Value on Job Selection of the Prospective Job Applicants

Abstract

As the quality of the employees is the known to be the key competitive advantage of the business nowadays, “employer branding” is a human resource strategic tool that the organization can use to obtain the talented and skillful employees. Five brand constructs obtained from the employer’s brand development i.e. brand image, brand trust, brand competence, brand sincerity, and brand affect as well as employer brand value were proposed as the influencing factors for the job selection of the job seekers. Questionnaire survey with 400 prospective job applicants was conducted. Structural equation modeling was applied to analyze the data. The results indicated the direct influences of brand value, brand trust, and brand competence on job selection as well as the indirect influences of brand image, brand trust, brand sincerity, and brand affect on job selection via the employer brand value at the companies that have the employer branding development programs. Employer branding was found to influence job selection of the prospective job applicants directly and indirectly in which the mediating effect of the employer brand value was illustrated.