The differences among employees of different demographic characteristics in the importance placed on various dimensions of employer attractiveness as part of the concept of employer branding

Employer attractiveness is a construct that incorporates various dimensions of the employer such as prestige, organizational culture, and organizational rewards that serve to attract employees to the company. This study investigates whether employees differ in the importance they place on various dimensions of employer attractiveness based on individual demographic characteristics such as age, gender, tenure, and work experience. A survey is conducted among 268 employees working for various companies in Istanbul, some of which are among Turkey's most admired employers. Following a principal components analysis, the hypotheses of the study were tested using independent samples t-tests and ANOVA. Results point to significant differences among employees on the importance they place on various dimensions of employer attractiveness based on age, gender, education, tenure, work experience, position, and sector. Further analyses, using multiple linear regression, were conducted to determine the impact of the dimensions of employer attractiveness on such employee-based brand equity outcomes as brand allegiance, brand endorsement, brand commitment, brand citizenship behavior, and job satisfaction. Employer attractiveness was found to have a small but significant impact on the outcomes, but when job satisfaction was included among the independent variables along with the dimensions of employer attractiveness, the explanatory power of the model increased. Managerial and research implications are discussed.