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

Posted: 12 Mar 2016

See all articles by Summer Aslam

Summer Aslam

University of Kuala Lumpur

Cordelia Mason

University of Kuala Lumpur

Asma Zakria

University of Kuala Lumpur

Mohd Farid

University of Kuala Lumpur

Date Written: March 10, 2016

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 is said to occur when male and female react differently in perceptions. In Pakistan, human capital is an inadequacy 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 male and female in the perception of employer branding. Moreover, the gender disparity has no borders, so re-justification is an admirable in another region. Hence, a significant relationship exists between employer branding and intention to apply. Intention to apply is a central dealing with recruitment as appears with the wish for of submitting a job application. Furthermore, the wider applicant pool can achieve with employer branding. Employers can persuade to potential employees through attractiveness, unique organizational attributes and job characteristics. Concluded, banks in Pakistan can increase a wider applicant pool with the implementation of employer branding. Data Analysis was done by using SPSS and smart PLS. Future recommendations and implications are at the end.

Keywords: Employer Branding, Intention to apply, Gender Difference, Banking Sector

Suggested Citation

Aslam, Summer and Mason, Cordelia and Zakria, Asma and Farid, Mohd, Gender Perceptions: Employer Branding Through Attractiveness, Job Characteristics and Organizational Attributes (March 10, 2016). American Journal of Trade and Policy, Vol. 2, No. 3, 2015 (161-166). Available at SSRN: https://ssrn.com/abstract=2745801

Summer Aslam (Contact Author)

University of Kuala Lumpur ( email )

Cordelia Mason

University of Kuala Lumpur ( email )

Asma Zakria

University of Kuala Lumpur ( email )

Mohd Farid

University of Kuala Lumpur ( email )

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