How Young Professionals Choose Companies: Employer Brand and Salary Expectations

Авторы

  • Dmitry G. Kucherov Graduate School of Management, St. Petersburg University, Russia
  • Andrey L. Zamulin Graduate School of Management, St. Petersburg University, Russia
  • Victoria S. Tsybova Graduate School of Management, St. Petersburg University, Russia

DOI:

https://doi.org/10.21638/spbu18.2019.102

Аннотация

The employer brand concept has been dynamically developing over the past 20 years. Although there are substantial advantages given by the employer brand, its value for specific target groups needs to be explored more deeply. The aim of this article is to identify the key employer brand attributes that are important for young business specialists and to reveal the benefits for the company brought by the employer brand. The empirical research based on mixed methodology (in-depth interviews and a survey among business school bachelor and master program students) was conducted to identify the role of the employer brand in the employment decisions of young specialists and in shaping their salary expectations. The results showed that the jobseekers want to work in the company with the employer brand even if it provides lower wage level. The attributes important for young specialists were found to include both business environment features and internal employer brand characteristics.

Ключевые слова:

employer brand, employer brand image, employer brand equity, young specialists

Скачивания

Данные скачивания пока недоступны.
 

Библиографические ссылки


REFERENCES

Adkins A. 2016. What Millennials Want from Work and Life. Gallup. [Electronic resource]. http://www.gallup.com/businessjournal/191435/millennials-work-life.aspx (accessed: 28.11.2018).

Ambler T., Barrow S. 1996. The employer brand. Journal of Brand Management 4 (3): 185–206.

Backhaus K. 2016. Employer branding revisited. Organization Management Journal 13 (4): 193–201.

Backhaus K., Tikoo S. 2004. Conceptualizing and researching employer branding. Career Development International 9 (5): 501–517.

Barrow S., Mosley R. 2005. The Employer Brand. Bringing the Best of Brand Management to People at Work. John Wiley & Sons: Chichester.

Becker B. E., Huselid M. A., Beatty R. W. 2009. The Differentiated Workforce: Transforming Talent into Strategic Impact. Harvard Business Review Press: Boston, MA.

Berthon P., Ewing M., Hah L. L. 2005. Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising 24 (2): 151–172.

Bonaiuto M., De Dominicis S., Illia L., Rodríguez-Cánovas B., Lizzani G. 2013. Managing employer brand attributes to attract potential future leaders. Journal of Brand Management 20 (9): 779–792.

Bresman H. 2014. Millennials Want to Lead. Are They Ready? INSEAD Knowledge. [Electronic resource]. https://knowledge.insead.edu/leadership-management/millennials-want-to-lead-are-they-ready-3692 (accessed: 28.11.2018).

Brown D. J., Levy P. E., Cober A. B., Cober R. T., Keeping L. M. 2003. Organizational web sites: Web site content and style as determinants of organizational attraction. International Journal of Selection and Assessment 11 (2–3): 158–169.

Bulut C., Culha O. 2010. The effects of organizational training on organizational commitment. International Journal of Training and Development 14 (4): 309–322.

Cable D. M., Edwards J. R. 2004. Complementary and supplementary fit: A theoretical and empirical integration. Journal of Applied Psychology 89 (5): 822–834.

Cable D. M., Judge T. A. 1996. Person-organization fit, job choice decisions and organizational entry. Organizational Behavior and Human Decision Processes 67 (3): 294–311.

Demidova O., Marelli E., Signorelli M. 2015. Youth labour market performances in the Russian and Italian regions. Economic Systems 39 (1): 43–58.

Dewhurst M., Pettigrew M., Srinivasan E. 2012. How multinationals can attract thetalent they need? McKinsey Quarterly 3 (8): 92–99.

Duffy M. 2007. Narrative inquiry: The method. In: P. L. Munhall. Nursing Research: A Qualitative Perspective. Bartlett and Jones Learning: Sudbury, MA.

Edwards M. R. 2009. An integrative review of employer branding and OB theory. Personnel Review 39 (1): 5–23.

Elving W. J. L., Westhoff J. C., Meeusen K., Schoonderbeek J.-W. 2013. The war for talent? The relevance of employer branding in job advertisements for becoming an employer of choice. Journal of Brand Management 20 (5): 355–373.

Ewing M. T., Pitt L. F., de Bussy N. M., Berthon P. 2002. Employment branding in the knowledge economy. International Journal of Advertising 21 (1): 3–22.

Gardner T. M., Erhardt N. L., Martin-Rios C. 2011. Rebranding employment branding: Establishing a new research agenda to explore the attributes, antecedents, and consequences of workers’ employment brand knowledge. In: A. Joshi, H. Liao, and J. J. Martocchio. Research in Personnel and Human Resources Management, Vol. 30; 253–304. Emerald Group Publishing Limited: N. Y.

Global Employment Trends for Youth 2017: Paths to a Better Working Future. 2017. International Labor Organization. [Electronic resource]. http://www.ilo.org/wcmsp5/groups/public/---dgreports/---dcomm/---publ/documents/publication/wcms_598669.pdf (accessed: 03.03.2019).

Global Talent Competitiveness Index 2017. 2017. INSTEAD. [Electronic resource]. https://www.insead.edu/news/2017-global-talent-competitiveness-indexdavos (accessed: 03.03.2019).

Gomes D., Neves J. 2011. Organizational attractiveness and prospective applicants’ intentions to apply. Personnel Review 40 (6): 684–699.

Harris R., Short T. (eds). 2014. Workforce Development. Perspectives and Issues. Springer: N. Y.

Hirt M., Smit S. 2017. Economic Conditions Snapshot, March 2017: McKinsey Global Survey Results. McKinsey Quarterly.

Jones S., Ahmad A. 2011. The Perception of Employer Value Propositions and the Contrast Between Dutch and Chinese graduates: A Case Study of TNT. Emerald Emerging Markets Case Studies, doi.org/10.1108/20450621111117125.

Kissel P., Büttgen M. 2015. Using social media to communicate employer brand identity: The impact on corporate image and employer attractiveness. Journal of Brand Management 22 (9): 755–777.

Knox S., Freeman C. 2006. Measuring and managing employer brand image in the service industry. Journal of Marketing Management 22 (7–8): 695–716.

Kucherov D., Samokish V. 2016. Employer brand equity measurement. Strategic HR Review 15 (1): 29–33.

Kucherov D., Zavyalova E. 2012. HRD practices and talent management in the companies with the employer brand. European Journal of Training and Development 36 (1): 86–104.

Lemmink J., Schuijf A., Streukens S. 2003. The role of corporate image in explaining application intentions. Journal of Economic Psychology 24 (1): 1–15.

Lievens F., Highhouse S. 2003. The relation of instrumental and symbolic attributes to a company’s attractiveness as an employer. Personnel Psychology 56 (1): 75–102.

Magun V. S., Rudnev М. G. 2012. The basic values of two generations of Russians and the dynamics of their social determination. In: Е. G. Yasin (ed.). XII International Scientific Conference on Economic and Social Development. Book 3; p. 87–97. Moscow: HSE Publishing House. (In Russian)

Minchington B. 2010. Employer Brand Leadership: A Global Perspective. Collective Learning: Torrensville, Australia.

Minchington B. 2014. 2014 Employer Branding Global Trends. Study Report. Employer Brand International: Torrensville, Australia.

Moroko L., Uncles M. D. 2008. Characteristics of successful employer brands. Journal of Brand Management 16 (3): 160–175.

Moroko L., Uncles M. D. 2009. Employer branding and market segmentation. Journal of Brand Management 17 (3): 181–196.

Morrison E. W., Robinson S. L. 1997. When employees feel betrayed: A model of how psychological contract violation develops. Academy of Management Review 22 (1): 226–256.

Mosley R. W. 2007. Customer experience, organisational culture and the employer brand. Journal of Brand Management 15 (2): 123–134.

Rampl L. V., Kenning P. 2014. Employer brand trust and affect: Linking brand personality to employer brand attractiveness. European Journal of Marketing 48 (1/2): 218–236.

Reis G. G., Braga B. M. 2016. Employer attractiveness from a generational perspective: Implications for employer branding. Revista de Administração 51 (1): 103–116.

Renaud S., Morin L., Fray A. M. 2016. What most attracts potential candidates? Innovative perks, training, or ethics? Career Development International 21 (6): 634–655.

Rowley J. 2012. Conducting research interviews. Management Research Review 35 (3/4): 260–271.

Russian Statistical Yearbook. 2017. Federal State Statistics Service (Rosstat). [Electronic resource]. http://www.gks.ru/wps/wps/wcm/connect/rosstat_main/rosstat/ru/statistics/publications/catalog/doc_1135087342078 (accessed: 28.11.2018). (In Russian)

Rynes S. L., Bretz R. D., Gerhart B. 1991. The importance of recruitment in job choice: A different way of looking. Personnel Psychology 44 (3): 487–521.

Schneider B. 1987. The people make the place. Personnel Psychology 40 (3): 437–453.

Shih W., Allen M. 2007. Working with Generation-D: Adopting and adapting to cultural learning and change. Library Management 28 (1/2): 89–100.

Taylor T. 2014. Millennials are ready to tackle challenge. Public Management 96 (8): 52–55.

Theurer C. P., Tumasjan A., Welpe I. M., Lievens P. 2018. Employer branding: A brand equity-based literature review and research agenda. International Journal of Management Reviews 20 (1): 155–179.

Young Specialists at the Russian Labour Market. 2016. Career.ru. [Electronic resource]. https://spb.hh.ru/articles (accessed: 28.11.2018). (In Russian)

Youth Labour Market Analysis: A Training Package on Youth Labor Market Information. 2013. International Labour Organization. [Electronic resource]. http://www.ilo.org/wcmsp5/groups/public/---ed_emp/---emp_policy/documents/instructionalmaterial/wcms_302416.pdf (accessed: 03.03.2019).

Zudina А. А. 2017. “They Don’t Work and Don’t Study”: NEET Youth on the Russian Labour Market. Working paper WP3/2017/02. Moscow: HSE Publishing House. (Series WP3 “Labour Markets in Transition”). (In Russian)

Загрузки

Опубликован

23.04.2019

Как цитировать

Kucherov, D. G., Zamulin, A. L., & Tsybova, V. S. (2019). How Young Professionals Choose Companies: Employer Brand and Salary Expectations. Российский журнал менеджмента, 17(1), 29–46. https://doi.org/10.21638/spbu18.2019.102

Выпуск

Раздел

Теоретические и эмпирические исследования