The effect of the employer brand attractiveness on employee’s behavior in Russian hospitality industry

Abstract

The aim of this research is to understand how the employer brand forms its attractiveness. More precisely, the research is focused on the influence of the employees’ perception of the employer brand on the employees’ satisfaction, word-of-mouth and willingness to stay within the company. Attributes of the brand attractiveness and employee behavior were identified based on the theory analysis and framework of King and Grace (2010). Two Senior managers were interviewed to identify managerial perception regarding the employer brand of the company X (positioning, employer branding practices) and most important attributes of brand attractiveness. 123 respondents were interviewed for the quantitative survey. Factor analysis was used to form the final list of attributes. After it regression analysis was used to study the links between employer brand attractiveness and employees’ behavior. The theoretical background of the Thesis is based on the phenomenon of employer branding and employer brand perception, especially from the viewpoint of employer brand attractiveness and consequent employee behavior outcomes. The results of the study shows that there is a positive effect of the employer brand attractiveness factors on the employees’ behavior. All identified attributes of employer brand attractiveness have an effect on employees’ positive word-of –mouth. In addition, sense of belonging to culture has a positive effect on employees’ satisfaction, employees’ engagement –on desire to stay within the company.