Developing a Scale for Measuring Employer Brand Personality in Korean Companies: Applying Aaker’s Brand Personality Model to the Recruitment Context
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Classic recruitment theory suggests that applicant attraction is predicted by objective job attributes, critical recruitment contacts, and employer image. However, research on employer image has been relatively scarce. This study develops a measure of Employer Brand Personality (EBP) based on Aaker’s brand personality model and tests its validity in Korea. Using data from undergraduate and MBA students in a Korean university, we found that a five-factor model (sincerity, excitement, competence, ruggedness, and peacefulness) effectively describes the EBP of Korean companies. Results also show that EBP significantly impacts organizational attractiveness and intention to apply. Theoretical and practical implications for developing recruitment strategies are discussed.
Abstract
Classic recruitment theory suggests that applicant attraction is predicted by objective job attributes, critical recruitment contacts, and employer image. However, research on employer image has been relatively scarce. This study develops a measure of Employer Brand Personality (EBP) based on Aaker’s brand personality model and tests its validity in Korea. Using data from undergraduate and MBA students in a Korean university, we found that a five-factor model (sincerity, excitement, competence, ruggedness, and peacefulness) effectively describes the EBP of Korean companies. Results also show that EBP significantly impacts organizational attractiveness and intention to apply. Theoretical and practical implications for developing recruitment strategies are discussed.