Laws of attraction: Personality, trust and affect in corporate images
Sammanfattning: With steadily increasing competition on the talent acquisition market and a contemporary normative surge of management control in organizations, still recruitment practices are based on easily measurable methods of selection. In the light of this background, attitudes to future employers based on communicated corporate identities are examined. If organizations wish to fully manage members based on value-driven policies, the impact of value-oriented communication practices in connection to recruitment have to be estimated. The study tests the transferability of branding theories, for instance brand personality (Aaker, 1997), brand trust and brand affect (Chaudhuri & Holbrook, 2001; Sung & Kim, 2010) onto the employment branding area with varying success. As data for employment branding, anonymous formulations of corporate identities extracted from organizations' websites are used as background. These identities are tested in a survey with 912 measurements performed by roughly 350 students from the Stockholm School of Economics, Stockholm University and Södertörn University. Our results suggest a direct transferability of some theoretical dimensions to the employer branding area, but not for others. A revision of our study on our suggested model is encouraged to increase the soundness of measuring preferences for different employers. This paper is produced for the purpose of examination in courses 1350 and 2350 at the MSc programs in Business & Management and Marketing & Media Management and leads to a Master of Science in each subject respectively.
HÄR KAN DU HÄMTA UPPSATSEN I FULLTEXT. (följ länken till nästa sida)