Examining The Mediating Role Of Organizational Reputation In The Relationship Between Employer Brand Attractiveness And Job Seekers' Intention To Apply - An Empirical Study

Abstract

The purpose of this research is to evaluate the mediating effect of organizational reputation on the relationship between employer brand attractiveness and intention to apply. The significance of organizational reputation in the employment of potential talent cannot be overstated. This intangible and indispensable asset is essential in securing an edge over competitors and serves as an indicator of the working environment within the organization. This research attempt to examine the role of organizational reputation as a mediator in the association between employer brand attractiveness involved as an exogenous construct and job seekers’ intention to apply playing the role of the endogenous construct. The data was obtained through the utilization of a self-administered questionnaire and analyzed through the path analysis technique, which was collected from a total of 298 responses from the targeted population of seniors in their last semesters at public and private universities in Vietnam. The findings suggested brand attractiveness of employer had a significant impact on both corporate reputation and job seekers’ intention to apply. Organizational reputation also exerted considerable influence on job seekers’ intention to apply, as well as played a mediating role in the relationship between the other two variables. The research contributes to provide insights on how organizations can establish initiatives and strategies to enhance their employer brand attractiveness, specifically targeting the Generation Z demographic.