An empirical study for analyzing the demographics of individuals on the dimensions of perceived attractiveness in employer branding

Employer branding is defined as the process of placing an image of being a great place to work in the mind of prospect and current employees and this concept has become popular for the business world in the recent years. A closely related concept to employer branding is the notion of employer attractiveness which is defined as the envisioned benefits that a potential employee sees in working for a specific organization. This study explores the concept of employer branding in the context of the demographics of individuals on the dimensions of perceived attractiveness, in which the demographic variables was identified as age, educational status, work experience and gender. In addition, the concept of generation has been studied under the age variable since it was formed to describe communities born between different year intervals. In this study, while generation X is used to describe the community born between 1961 and 1981, generation Y is used to describe those born between 1982 and 2002. The questionnaire was composed with using the employer attractiveness scale of Berthon, Ewing and Hah (2005) and Arachchige and Robertson (2011). The data was gathered from a mix of 163 junior or senior year undergraduate students, master students, doctoral students and instructors of the department of the business administration in Yeditepe University. The results of this study will be useful for companies seeking to attract potential and current employees which are consists of different demographic communities.