Employer attractiveness and its impact on individual work perfomance moderated by national culture

Pires, Mónica Cristóvão

http://hdl.handle.net/10400.12/7443

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Authors

Pires, Mónica Cristóvão

Advisor(s)

Andrade, Luís José Nunes

Abstract(s)

In recent years employer branding has gained popularity among management due to the impact on employer attraction (external consequence) and employee retention and productivity (internal consequence), referring to internal and external efforts to promote the company, what makes it different and desirable as an employer. Employer branding perceptions, the way employer image is received by potential and already existing employees or how attractive the company seems to be, may vary between cultures. Thus, international companies based on different locations in the world may consider different challenges in attracting and retaining talented people. The aim of this study is to explore employer branding perceptions by applying an employer attractiveness scale to full time employees in an international IT company in Portugal and understand the impact on individual work performance which may vary according to people’s national culture. Employer attractiveness is a precedent of employer branding considered to be a tangible form to measure what attracts people to apply to an organisation. In this study 236 full time employees with different nationalities participated. The technique of regression models resulted in findings that some dimensions of employer attractiveness such as economic and application value have a positive relation with individual work performance, mainly with task and counterproductive performance respectively. It was not possible to prove the moderating effect of national culture in the relation between employer attractiveness and individual work performance.

Description

Dissertação de Mestrado apresentada no ISPA– Instituto Universitário – Ciências Psicológicas, Sociais e da Vida, para obtenção de grau de Mestre na especialidade de Psicologia Social e das Organizações.