Authors
Advisor(s)
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.
Keywords
Employer branding Employer attractiveness Individual work performance National culture.