Measurement of organizational attractiveness for employer branding in higher education
Author | Affiliation | |
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LT |
Date |
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2015 |
It is the purpose of this paper to explore employer branding in higher education, offering a framework to measure organizational attractiveness of higher education institutions. The paper reports the development and validation of Organizational Attractiveness Extraction Scale (OAES) comprising 11 dimensions and 67 items. The results of this study show that OAES makes it possible to identify employment experiences that are most often met by employees in higher education institutions, to unfold employee work values preferences, and to extract the unique characteristics of organizational identity, determining perceptions of organizational attractiveness and enabling higher education institutions to differentiate from competitors in the labor market. It is believed that OAES and its application will constitute a fruitful base for further exploration of employer branding and, specifically, employer value proposition development in higher education.