engleski

Is there a need for a change in employer branding practices? – A shift in employer attractiveness attributes/dimensions during the last decade

The aim of the paper is to explore the shift in key employer attractiveness (EA) attributes/dimensions in Croatia during the last decade, as well as to explore whether preferred EA attributes/dimensions differ based on individual characteristics. In the theoretical part of the paper the concept and attributes/dimensions of EA are briefly unfolded, together with the elaboration of the shift in potential and current employees’ EA attributes/dimensions preferences during the last period worldwide, and the elaboration of the impact of individual characteristics and contextual conditions on their preferences. In the empirical part of the paper, both the secondary data analysis and the primary research of preferred EA attributes/dimensions are presented. Firstly, 2006 to 2017 results of the national “Employer of the first choice” survey were longitudinally analysed. Secondly, a survey on a sample of 109 graduate management students from the Faculty of Economics and Business – Zagreb was conducted, and the collected data were compared with previous findings. Both secondary and primary data analysis revealed that preferred EA attributes/dimensions have changed over time. Furthermore, EA attributes/dimensions preferences were found to relate to respondents’ gender and age according to secondary data, and to respondents’ gender and income presence according to primary data.

employer branding, employer attractiveness, employer attractiveness attributes, employer attractiveness dimensions, Croatia

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