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

See all articles by Rita Bendaraviciene

Rita Bendaraviciene

Vytautas Magnus University

Irena Bakanauskiene

Vytautas Magnus University

Ricardas Krikstolaitis

Vytautas Magnus University

Date Written: June 7, 2014

Abstract

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

Bendaraviciene, Rita and Bakanauskiene, Irena and Krikstolaitis, Ricardas, Development of a Scale to Measure Organizational Attractiveness for Employer Branding in Higher Education (June 7, 2014). 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., Available at SSRN: https://ssrn.com/abstract=2952667

Rita Bendaraviciene (Contact Author)

Vytautas Magnus University ( email )

S. Daukanto 28
LT-3000, Kaunas, LT- 44254
Lithuania

Irena Bakanauskiene

Vytautas Magnus University ( email )

S. Daukanto 28
LT-3000, Kaunas, LT- 44254
Lithuania

Ricardas Krikstolaitis

Vytautas Magnus University ( email )

S. Daukanto 28
LT-3000, Kaunas, LT- 44254
Lithuania

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