| dc.description.abstract | Employer nowadays have to face many challenges in attracting and recruiting the right talent due to changes in demographics as well as work preferences among generation Y. This requires the company to generate their own “competitive advantage” not only for product and services to attract customer but also as employer to attract proper employees. This research explores what factors that contribute to the employer attractiveness concepts to both third year and senior students in Ho Chi Minh city
The EmpAt scale of Berthon is applied as the key model in this research, with five factors influence the attractiveness of employer including “Interest Value” “Social Value” “Development Value” “Economic Value” and “Application Value”. Through quantitative approach, the key findings were generated from responses of 281 students in Ho Chi Minh city.
Statistical test has proved positive relationship between all independent variables and the employer attractiveness concept in Vietnamese context. Besides, all respondents have agreement on the high level of importance of five factors. According to Regression Analysis, “Development Value” is the most significant contributor that make the company become attractive from the perspective of students.
Despite of some limitations in this paper, this study give some directions in the areas that company should focus on to create competitive advantages. This can be seen as a brand equity that set a foundation for further research on Employer Branding to attract new graduates. | en_US |
