The Challenge of Attracting Forthcoming Graduates - A Discrete Choice Experiment on the Effect of Employer Branding on Application Intentions
Authors
Andersen, Trine Reinholt ; Andreasen, Maria
Term
4. term
Publication year
2019
Pages
144
Abstract
I lyset af kampen om talenterne og demografiske ændringer undersøger dette speciale, hvordan employer branding påvirker kommende dimittenders intention om at søge job. Studiet anvender et diskret valg-eksperiment gennemført som et online selvadministreret spørgeskema med 218 respondenter. Resultaterne viser, at virksomhedens corporate brand er den stærkeste driver for ansøgningsintentioner: oddsene for at vælge en potentiel arbejdsgiver er 12,2 gange højere, når corporate brandet er positivt. Fundene peger også på en svag præference for symbolske job- og arbejdsgiverattributter, og at person–organisation fit (P–O fit) modererer intentionen om at søge. Indsigterne indikerer, at organisationer, der vil tiltrække unge talenter, bør prioritere at opbygge og kommunikere et stærkt corporate brand. Studiets begrænsninger omfatter begrænset generaliserbarhed, de valgte survey-målinger og forskernes begrænsede erfaring med forskningsdesignet. Specialet bidrager til litteraturen om employer branding og ansøgningsintentioner ved at tilføje et corporate brand-perspektiv til eksisterende rammer.
Amid the war for talent and demographic change, this thesis examines how employer branding shapes forthcoming graduates’ intentions to apply for jobs. The study uses a discrete choice experiment administered via an online self-completion questionnaire with 218 respondents. Results show that the corporate brand is the dominant driver of application intentions: the odds of choosing a potential employer are 12.2 times higher when the corporate brand is positive. The findings also indicate a slight preference for symbolic job and employer attributes, and that person–organization fit (P–O fit) moderates the intention to apply. These insights suggest that organizations aiming to attract young talent should prioritize building and communicating a strong corporate brand. The study’s limitations include restricted generalizability, the specific survey measures employed, and the researchers’ limited experience with the research design. The thesis contributes to research on employer branding and application intentions by adding a corporate brand perspective to existing frameworks.
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