Title: Employer branding attractiveness for potential employees in an emerging economy: evidence of heterogeneity

Authors: Md Mohsan Khudri; Anika Tabassum Sadia

Addresses: Department of Economics, Fogelman College of Business and Economics, The University of Memphis, Memphis, TN, USA ' Department of Human Resource Management, School of Business and Entrepreneurship, Independent University, Bangladesh

Abstract: This paper investigates the factors that make an organisation attractive to potential employees in the context of Bangladesh, an emerging economy. In addition, the heterogeneity in perceived importance (PI) of employer branding attractiveness (EBA) factors is examined across different attributes of potential employees. Using data from 704 respondents, principal component analysis is employed with orthogonal rotation (varimax) to extract the initial factors of EBA. Structural equation modelling is used to further confirm the factor structure. Upon acquiring significant results from ANOVA, Tukey's HSD multiple comparison test is performed to determine if a significant difference exists in the PI of EBA factors among the categories of certain attributes. Finally, multivariate multiple linear regression models are used to statistically relate the attributes of a potential employee to EBA factors. The findings suggest four factors of EBA and indicate that PI significantly varies across factors. Additionally, heterogeneity in PI levels of EBA factors is evidenced across individual attributes. In addition, the findings have policy implications for employers as acquiring highly skilled human capital requires employers to comprehend the components potential employees consider in their job search.

Keywords: employer branding attractiveness; EBA; human capital; heterogeneity; potential employee; emerging economy.

DOI: 10.1504/IJEXPORTM.2022.130501

International Journal of Export Marketing, 2022 Vol.5 No.3/4, pp.320 - 344

Received: 23 Oct 2022
Accepted: 17 Jan 2023
Published online: 24 Apr 2023 *

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