Employer Brand of Choice: an employee perspective

Abstract

This study seeks to contribute in the field of the ideal employer, by determining the Employer Brand of Choice and its core components. In doing so, a pilot study was initially conducted to delineate these components. Evidence from 896 working adults that participated in a field study support the multi-dimensionality of the construct Employer Brand of choice, highlighting the role of “Remuneration”, “Relationships”, “Opportunities for Self Development”, “Recognition”, and “Corporate Image”. These findings not only offer a concrete and holistic theoretical base of Employer Brand of Choice, but they can also serve as a managerial guide towards enhancing companies’ ability to attract, retain and motivate talented individuals.

Keywords:

• Employer Brand
• Employer Brand of Choice
• Employer of Choice
• organisational identity
• psychological contract
• organisational attractiveness

JEL Classification:

• M54
• M310

Additional information

Notes on contributors

Victoria Bellou

Victoria BELLOU is an Assistant Professor at the University of Thessaly, Greece. She has gained her Bachelor's degree at the University of New Haven, CT, USA, her Master's at the University of Macedonia, Greece, and her PhD at the University of Piraeus, Greece. She has professional experience as Human Resource Specialist and has worked on several research projects. Her research interests include psychological contract, organisational culture, public sector management, service quality and management of change.

Ioannis Chaniotakis

Ioannis E. CHANIOTAKIS is Head of the Savings and Investment Products Division in Piraeus Bank. He has been Tutor of Marketing in the Hellenic Open University and in the University of the Aegean. He holds a BSc in Agricultural Economics from the Aristotle University of Thessaloniki, an MSc in Marketing from the University of London and a PhD in Marketing from the University of the Aegean. He has worked for Nestle and ATEbank. He is the author of several articles in international scientific journals and conferences. His research interests are consumer behaviour, services marketing, and food marketing.

Ioannis Kehagias

John KEHAGIAS is Associate Professor at the Hellenic |Open University. He has also taught at the University of the Aegean and the University of Piraeus. Before joining the University he worked in senior marketing positions for large Greek and international companies. His research interests revolve around international marketing, pricing and the marketing-human resources management interface.

Irini Rigopoulou

Irini RIGOPOULOU is an Assistant Professor of Marketing at Athens University of Economics and Business. She holds a PhD in Marketing from the Aegean University, Greece. She worked for multinational and national companies in Greece. She is the author of several articles in international scientific journals and conferences. Her research interests are, among others, brand marketing and e-marketing.