Employer branding: Examining the relationship between employers’ attractiveness attributes and application intentions of online jobseekers

Abstract

Employer branding has become an increasingly important factor shaping organisations' recruitment strategies in the digital age. This research study explores the relationship between perceived attractiveness attributes of employers and the intentions of online jobseekers. Drawing upon the insights accrued from two focus groups of participants currently employed in the IT/Tech sector, the research reveals three emerging themes incorporating: Self-Perception and Person-­Environment Fit; Instrumental and Symbolic Organisational Attributes; and Navigational Use and Online Resources. The results indicate that, in the early stages of job seeking online, perceptions of employer attractiveness are greatly influenced by perceptions of self and corporate reputation. This has significant implications for employer branding, which are subsequently discussed.