Employer attractiveness, corporate reputation and job pursuit intention - A study of employer branding in VietNam millennial workforce
Abstract
Nowadays, labor market is dominated by Millennials who are young, dynamic and have a different mindset from their parents’ generation. Therefore, it is crucial for employers to have the right employer branding strategies to attract talented Millennials.
This research aims to investigate the factors determining Employer Attractiveness in the context of Vietnam labor market; and the effects of Employer Attractiveness on Corporate Reputation and Job Pursuit Intention.
308 samples were collected from Millennials who are third-year and final year students, and young professionals who have at most 10 years of experience in Ho Chi Minh City. The collected data were analyzed using SPSS 20.0, with common statistical techniques such as Reliability test, Exploratory Factor Analysis, Multiple Regression and Path Analysis. The results show that there are five dimensions of Employer Attractiveness, including Performance-Oriented Value, Application Value, Interest Value, Supportive Value and Relational Value. Performance-Oriented Value and Supportive Value have both direct effects on Job Pursuit Intention and indirect effects through the mediation of Corporate Reputation. Besides, the effect of Application Value on Job Pursuit Intention is mediated by Corporate Reputation. On the other hand, Interest Value and Relational Value have no influences on Corporate Reputation and Job Pursuit Intention.
The research gave some recommendations on employer branding strategies that employers should consider when attracting Millennials. Further, results from this research also contribute more insights and give direction for further research in Employer Branding which is the intersection of many disciplines.
Keyword: employer branding, employer attractiveness, corporate reputation, job pursuit intention, millennials