Exploring the Relationship between Employer Brand and Organizational Attractiveness: The Mediating Role of Employer Image and the Moderating Role of Value Congruence

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<div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Paper Count:</strong> 87402</div> </div> </div> </div> <div class="card publication-listing mt-3 mb-3"> <h5 class="card-header" style="font-size:.9rem">Exploring the Relationship between Employer Brand and Organizational Attractiveness: The Mediating Role of Employer Image and the Moderating Role of Value Congruence</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Yi%20Shan%20Wu">Yi Shan Wu</a>, <a href="https://publications.waset.org/abstracts/search?q=Ting%20Hsuan%20Wu"> Ting Hsuan Wu</a>, <a href="https://publications.waset.org/abstracts/search?q=Li%20Wei%20Cheng"> Li Wei Cheng</a>, <a href="https://publications.waset.org/abstracts/search?q=Pei%20Yu%20Guo"> Pei Yu Guo</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Given the fiercely competitive environment, human capital is one of the most valuable assets in a commercial enterprise. Therefore, developing strategies to acquire more talents is crucial. Talents are mainly attracted by both internal and external employer brands as well as by the messages conveyed from the employer image. This not only manifests the importance of a brand and an image of an organization but shows people might be affected by their personal values when assessing an organization as an employer. The goal of the present study is to examine the association between employer brand, employer image, and the likelihood of increasing organizational attractiveness. In addition, we draw from social identity theory to propose value congruence may affect the relationship between employer brand and employer image. Data was collected from those people who only worked less than a year in the industry via an online survey (N=209). The results show that employer image partly mediates the effect of employer brand on organizational attractiveness. In addition, the results also suggest that value congruence does not moderate the relationship between employer brand and employer image. These findings explain why building a good employer brand could enhance organization attractiveness and indicate there should be other factors that may affect employer image building, offering directions for future research. <iframe src="https://publications.waset.org/abstracts/157428.pdf" style="width:100%; height:400px;" frameborder="0"></iframe> <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=organizational%20attractiveness" title="organizational attractiveness">organizational attractiveness</a>, <a href="https://publications.waset.org/abstracts/search?q=employer%20brand" title=" employer brand"> employer brand</a>, <a href="https://publications.waset.org/abstracts/search?q=employer%20image" title=" employer image"> employer image</a>, <a href="https://publications.waset.org/abstracts/search?q=value%20congruence" title=" value congruence"> value congruence</a> </p> <a href="https://publications.waset.org/abstracts/157428/exploring-the-relationship-between-employer-brand-and-organizational-attractiveness-the-mediating-role-of-employer-image-and-the-moderating-role-of-value-congruence" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/157428.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">136</span> </span> </div> </div> </div> </main> <footer> <div id="infolinks" class="pt-3 pb-2"> <div class="container"> <div style="background-color:#f5f5f5;" class="p-3"> <div class="row"> <div class="col-md-2"> <ul class="list-unstyled"> About <li><a href="https://waset.org/page/support">About Us</a></li> <li><a href="https://waset.org/page/support#legal-information">Legal</a></li> <li><a target="_blank" rel="nofollow" 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Exploring the Relationship between Employer Brand and Organizational Attractiveness: The Mediating Role of Employer Image and the Moderating Role of Value Congruence