Привлекательность бренда работодателя в работе с вузами: влияние индивидуальности бренда работодателя

Increasingly large number of organizations face challenges in their recruitment of needed workforce. Even though innovative processes like digitization and automation have become common in most of the industries, companies are in dire need for talent with new skills that would further develop these areas. Finding new talent becomes harder with each year – reports indicate that global talent shortage has risen 80% for last 10 years (ManpowerGroup 2019). Requirements for talent with advanced skills and knowledge-based economy have increased competition in recruitment practices as well (Ployhart, Schmitt and Tippins 2017). Many companies have turned to internet as a source for development of their recruitment practices. These practices take form of posting their recruitment ads on career-focused websites, creating their own website focused on providing additional positive information about the organization and collection of applications, or using social media in order to increase positive recruitment outcomes. Cable & Turban (2001) have integrated brand equity concept from marketing theory and linked it to recruitment activities. One of the main strategy companies use to respond to recruitment challenges is employer branding (Martindale 2010, Ambler and Barrow 1996). Employer branding allows organization to promote its differentiation points and make it desirable for potential employee (Lievens, Van Hoye and Anseel 2007). Sourcing from marketing research, brand is usually targeted at selected target audience (Kotler 1972). Fresh business graduates from prestigious universities represents desirable target audience for many organizations, as these job seekers have modern and relevant skills in many industries, they are eager to learn new ones, and have lower demands from the standpoint of wages. Additionally, business students represent the largest share of students among other subjects – which might indicate their demand in the job market1. Examples of employer branding activities targeted at this pool include graduate’s leadership programs (which only graduates are eligible to enter in), internship opportunities, as well as activities on-campus of university – either in form of guest lectures, seminars, or practice sessions with organization representatives. However, research on effectiveness of these activities in relation to employer brand, its attractiveness and other factors is limited. Avery and McKay (2006) assessed option of recruitment targeting in order to attract talent from minorities groups on-campus. Turban (2001) have noticed indirect impact on organizational attractiveness of on-campus activities on engineering students. He also suggested that additional research on mediators is needed to understand the underlying mechanisms of on-campus activities on organizational attractiveness. The only research to date includes two studies: study on impact of campus activities on employer familiarity (Chen 2012), and
1 https://ec.europa.eu/eurostat/statistics-explained/index.php/Tertiary_education_statistics#Fields_of_education
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another study on employer brand attractiveness of small and medium-sized German organizations (Baum and Kabst 2011). Hence, this indicates a clear research gap on lack of research of on-campus activities and their mediators in relation to effect on employer brand attractiveness. Two main theories that were used as framework for analysis of relation between employer brand attractiveness perception and on-campus activities are signaling theory and theory of symbolic attraction (Connelly, et al. 2011, Highhouse, Thornbury and Little 2007).
Research goal, questions, objectives of the study
The goal of this thesis is to develop recommendations for organizations on use of on-campus activities in recruitment strategy to increase employer brand attractiveness.
Thus, based on current research analysis and identified research gap, the research questions are following:
• What is the role of employer brand in recruitment of young specialists?
• What role participation in on-campus activities has in employer branding?
• What is the relationship between participation in on-campus activities, employer brand
personality and employer brand attractiveness?
In order to answer these research questions, following research objectives were set:
• to analyze relevant theoretical concepts of employer branding in application to recruitment;
• to find out the relationship between perception of employer brand personality and
participation of young specialists in on-campus activities;
• to analyze effect of participation of young specialists in on-campus activities on employer
brand personality;
• to identify characteristics of successful on-campus activities that allow organizations to
increase employer brand attractiveness.
Thesis has the following structure. In the beginning, analysis of relevant research is presented,
with link to formulated hypotheses and research questions. Following that, the study methodology is described, analysis of the study is done, with subsequent parts on discussion of results and consequent possible managerial outcomes, and conclusion.