Student perceptions of employer attractiveness.

Abstract

There has been an increased number of evidence, during the last decade, which point out the importance of attracting and maintaining critical Human Capital. The “War for Talent” and the increased need for “Knowledge workers” have turned organizations’ attention towards acquiring more intangible assets. Employer Branding and Employer Attractiveness are important HRM tools that can support critical HRM functions such as resourcing, motivating and maintaining most qualified employees. Adopted from marketing theory, Employer Attractiveness is the outcome of the external branding process. By developing the attributes that can help potential employees identify with the organization, employers can attract most talented employees. This study attempts to identify most significant factors that attract postgraduate students to potential employers in Greek context.Four research hypotheses have been tested by conducting a quantitative research among 120 postgraduate students in two Greek Universities. Our results suggest seven dimensions of employer attractiveness that can be used as a part of Human Resource Management Strategy when developing recruitment and retention programs, in order to build a successful “Employer Brand”. This study also discusses the implications of the findings, identifies the limitations and suggests the directions of future findings.