Development of a Scale to Measure Organizational Attractiveness for Employer Branding in Higher Education
EURAM 2014: 14th waves and winds of strategic leadership for sustainable competitiveness, 4-7 June, 2014, Valencia, Spain: conference proceedings. ISBN 9788469703779 p. 1-34.
36 Pages Posted: 17 Apr 2017
Date Written: June 7, 2014
It is the purpose of this paper to explore employer branding in higher education, offering a framework to measure organizational attractiveness in higher education institutions, identifying particular features of employment experience that are most valued, appreciated and significant to their employees. The paper reports the development of Organizational Attractiveness Extraction Scale (OAES) and discusses its application in two Lithuanian higher education institutions, i.e. specialized University (N=117) and technical University (N=269). For data analysis exploratory factor analysis, nonparametric Mann-Whitney U, Wilcoxon and Kendall’s tau criteria were used. The findings suggest that perceived actual and desirable employment experience differentiates between two researched universities as well as presuppose different patterns of organizational attractiveness followed by higher education institutions. Implications and recommendations for the employer brand development in higher education are presented.
Keywords: employer branding, organizational attractiveness
JEL Classification: M12
Suggested Citation: Suggested Citation