Employer attractiveness in employer branding in the context of higher education: A quantitative study on college students

The aim of this study is to examine the relationships between the variables of perceived organizational prestige, person-job fit, employer attractiveness, social media, active listening, and intention to work at university based on higher education. The study accepts social media, and active listening as the elements of integrated marketing communications of the university. After a pilot study with 100 people, surveys are carried out on 345 people. The sample of the current study consists of college students and the study benefited from convenience sampling technique. In the study, reliability and validity analyses, analyses related to descriptive statistics, exploratory factor analysis, correlation analysis, and structural equation modeling are implemented. SPSS and AMOS programs are used for data analysis. The findings of the study contribute to the employer branding of higher education institutions.