employer branding

Employer Branding and its Effect on Organizational Attractiveness via the
World Wide Web:
Results of quantitative and qualitative studies combined
Paper presented at the 4th International e-HRM Conference “Innovation, Creativity and e-HRM”
28-29 March 2012, Nottingham Trent University, UK

Tanya Bondarouk1
University of Twente
School of Management and Governance
Department of Operations, Organization and Human Resources
7500 AE Enschede, The Netherlands
Email: [e-mail]
Huub Ruël
University of Twente
School of Management and Governance
NIKOS
7500 AE Enschede, The Netherlands
Email: [e-mail]
Wendy Weekhout
University of Twente
School of Management and Governance
Department of Operations, Organization and Human Resources
7500 AE Enschede, The Netherlands

Number of words excl. references, tables, and appendices = 6.245 words

Keywords: employer branding, organizational attractiveness, experiment, Social Networking
Sites, corporate web-site

1

Contact author

Employer Branding and its Effect on Organizational Attractiveness via the
World Wide Web:
Results of quantitative and qualitative studies combined

Abstract

This study tests the relationships between employer branding and organizational attractiveness.
Employer branding is viewed as an approach for providing organizational members and organizational outsiders with specific (employment) information to increase their experience with an organization. Promoting an organizations employment brand often occurs via different media sources, of which corporate web-sites and Social Networking Sites recently gained in popularity.
Therefore, additionally, the study assessed the moderating role of the web-sites on the relationships between employer branding and organizational attractiveness. A mixed-method study served to meet the goals. Eight High Tech organizations participated in this study: interviews and document analysis functioned to assess

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