Does Employer Branding Shake Application Intentions of Potential Employees?

Abstract

Companies are actively engaged in the pursuit of acquiring highly skilled candidates, referred to as the ‘war for talent’ leveraging their reputations to attract such individuals (Schaarschmidt et al., 2021). However, the extent to which these efforts have yielded positive outcomes remains a matter of inquiry. This study aims to determine the degree to which applicants’ intentions to apply for job positions within an organization are affected by their perception of the employer brand. Specifically, the objective is to identify the most significant component that affects candidates’ Intention to Apply. This study empirically assesses employer branding and Application Intentions among potential employees. Data were collected from a sample of 210 MBA students who graduated from one of India’s top business schools. The collected data were analysed using PLS-SEM software. The findings reveal that an organization’s employer brand significantly influences potential employees’ Intention to Apply. Furthermore, the components of the employer brand, namely, Job Role (tasks), Compensation and Benefits, Organizational Culture, and Job Security, International Assignments emerged as the influential factors driving candidates’ Intention to Apply. It is worth noting that studies of this nature among MBA graduates from business schools are scarce. The insights gained from this study can assist managers in formulating action plans to enhance an organization’s image as a desirable employer.