Employer branding: design and development of a scale
Journal of Economic and Administrative Sciences
ISSN: 1026-4116
Article publication date: 11 May 2022
Abstract
Purpose
This paper aims to design, develop and validate an instrument to measure employer branding by considering existing employee perceptions.
Design/methodology/approach
In this systematic research, the predominant factors of employer branding are identified through Pareto analysis; using structured questionnaire information and data collected from 423 employees. The number of items and dimensions was reduced by conducting exploratory factor analysis (EFA) and validated extracted dimensions using confirmatory factor analysis (CFA) using statistical software (SPSS-21). The designed scale was verified by applying relevant statistical techniques, including a multicollinearity test, construct validity, content validity, divergent validity, convergent validity and reliability test. Structural equation modeling (SEM) was performed using AMOS, to explore the interrelationship between the dimensions of the scale.
Findings
Considering the perception of existing employees, seven factors along with 24 items scale were designed and developed to measure the employer branding. The identified seven factors are; career development opportunities; compensation and benefits; corporate social responsibility; training and development; work environment; organizational culture; and work-life balance. The proposed model explains a total variance of 70.35% and the model fit indices are within the acceptable range, validity and statistical reliability are established for seven dimensions of employer branding.
Research limitations/implications
Employer branding is studied from existing employee perspective by collecting responses from the employees of the IT sector only.
Practical implications
This validated scale is valuable for practitioners and academicians. The proposed dimensions in the scale may help practitioners explore the impact on the outcomes of organizations such as employee commitment, employee retention, employee satisfaction and total productivity. This novel instrument helps to measure employees' perception of their employers. Further, the authors identify the gaps and accordingly plan strategies to attract and retain the talented workforce.
Originality/value
The authors believe that this novel measuring instrument is comprehensive and the first of its kind. Employer branding has been modeled using SEM analysis by considering the perceptions of the present employees.
Keywords
Acknowledgements
The authors would like to express their gratitude to JSS Mahavidyapeetha, Mysore, JSS Academy of Technical Education, Bengaluru, and JSS Science and Technology University, Mysore, Karnataka, India, for their encouragement to write thisresearch paper. The author expresses their sincere thanks to all the authors of source materials cited at the reference. They also express their sincere thanks to the editorial team for their valuable guidance and providing useful comments, observations and suggestions, which led to the improvement of this article.
Citation
Nanjundeswaraswamy, T.S., Bharath, S. and Nagesh, P. (2022), "Employer branding: design and development of a scale", Journal of Economic and Administrative Sciences, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JEAS-01-2022-0012
Publisher
:Emerald Publishing Limited
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