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 Employer brand: Bridging the recruiters-job seekers gap? Investigating the relationship between employer brand and job application intention of GenZ with the moderating effect of Ewom
Tác giả hoặc Nhóm tác giả: Ha Thi Anh Van, Le Thi Bich Ngoc, Bui Thi Minh Thu
Nơi đăng: The 10th International Conference on Management and Business (COMB-2023); Số: 10;Từ->đến trang: 987-1006;Năm: 2023
Lĩnh vực: Kinh tế; Loại: Báo cáo; Thể loại: Quốc tế
TÓM TẮT
Attracting talent is crucial for a company's success. Previous studies have shown that employer branding influences the ability to attract talent, but the specific impact on job application intentions has not been clarified. To address this issue, this study focuses on Generation Z candidates in Da Nang, who are expected to contribute significantly to future GDP. Drawing on the theory of employer value propositions, by examining brand attractiveness facets, namely, interest, social value, economic value, application value, and development value, the study found a positive influence on employer branding, consequently, job application intentions. The study also showed the significant moderating effect of electronic word-of-mouth (eWOM) in this relationship. The research thus provides practical and theoretical insights for improving talent attraction through enhanced employer branding.
ABSTRACT
Attracting talent is crucial for a company's success. Previous studies have shown that employer branding influences the ability to attract talent, but the specific impact on job application intentions has not been clarified. To address this issue, this study focuses on Generation Z candidates in Da Nang, who are expected to contribute significantly to future GDP. Drawing on the theory of employer value propositions, by examining brand attractiveness facets, namely, interest, social value, economic value, application value, and development value, the study found a positive influence on employer branding, consequently, job application intentions. The study also showed the significant moderating effect of electronic word-of-mouth (eWOM) in this relationship. The research thus provides practical and theoretical insights for improving talent attraction through enhanced employer branding.
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