Effect of Employer Brand Image on Application Intentions of Final Year Management Undergraduates: Unfolding Employer Branding Determinants

Abstract

Area of the Study

As a significant determinant of the competitiveness and effectiveness of the entity, this study is to discuss what attributes of employer or determinants of Employer Branding (EB) are paramount for the attraction of final year management undergraduates towards the employer in Sri Lanka.

Problem of the Study

Theoretical and empirical gap of the knowledge available, especially in Sri Lanka with regard to determinants of EB which effect to the selection of future employer of the final year management undergraduates.

Method of the study

For the purpose of the study, data were collected from a randomly selected 300 final year management undergraduate students from 03 government universities in Sri Lanka by administrating a structured questionnaire, which consisted of 32 questions/statements with 7 point scale. The data analysis included the univariate and bivariate analyses.

Findings of the Study

The findings of the study are undergraduates more concern over the development, economic and social dimensions when they choose their future employer. The preference over the factors does not have significant impact based on the gender while there is significant differences of perceptions occur on factors of EB based on the level of academic achievement of the students. Furthermore the preferences over the EB factors have some differences based on the academic institution. Female students more prefer to be employed in public sector than the private sector compared to the male students.

Conclusion of the Study

It is concluded that in order to attract young talented graduates towards the employer, the organization must have a climate which fulfill the developmental, social and economic needs of the employees.

Keywords: Employer Branding, Application Intension, Job Appealing Decision, Potential employees, Corporate Image