Publication Type

Journal Article

Publication Date

3-2007

Abstract

This study conceptualizes employer brand as a package of instrumental and symbolic attributes. Using a sample of 955 individuals (429 potential applicants, 392 actual applicants, and 134 military employees), we examine the relative importance of instrumental and symbolic employer brand beliefs across different groups of individuals: potential applicants, actual applicants, and military employees (with less than three years of tenure). Results show that instrumental attributes explain greater variance in the Army's attractiveness as an employer among actual applicants compared to potential applicants or employees. In all three groups, symbolic trait inferences explain a similar portion of the variance. In addition, in all three groups, symbolic trait inferences explain incremental variance over and above instrumental attributes. Implications for employer branding practices and image audits are discussed.

Discipline

Human Resources Management | Military and Veterans Studies | Organizational Behavior and Theory

Research Areas

Organisational Behaviour and Human Resources

Publication

Human Resource Management

Volume

46

Issue

1

First Page

51

Last Page

69

ISSN

0090-4848

Identifier

10.1002/hrm.20145

Publisher

Wiley: 24 months

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Additional URL

https://doi.org/10.1002/hrm.20145

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