Costanza, Badger, Fraser, Severt, & Gade 2012 As a result, in this research, we would examine the role of dimensions of employer attractiveness in influencing organizational reputation a
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Research purpose
The research aim is to investigate perceptions of employers attractiveness from future employees; and to examine its relationship with future employees' perceptions of organizational reputation and job pursuit intention of Gen Z in Vietnam Findings in the study will enable organizations to improve their employer brand, their reputation, as well as recruitment process.
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Which are the dimensions of employer attractiveness in the perception of future GenZ employees in Vietnam ?
In what way are future employees’ dimensions of employer attractiveness related to organizational reputation and job pursuit intention of GenZ in Vietnam?
To explore dimensions of employer brand attractiveness in the future employees' perception of Gen Z in Vietnam and evaluate how each dimension of employer attractiveness, organizational reputation and intention to pursuit a job relate to each other.
In order to achieve the aforementioned objectives, the author identifies research missions as follows:
Systematize a theoretical background of employer attractiveness, organizational reputation and job pursuit intention
Analyzing the characteristics of the new workforce cohort - Gen Z in the workplace
To explore dimensions of employer brand attractiveness in the future employees' perception of Gen Z in Vietnam
To evaluate how each dimension of employer attractiveness related to organizational reputation and intention to pursuit a job of GenZ in Vietnam
To come up with recommendations for enhancing attractiveness dimensions of employer branding to increase the positive intention to pursue behavior of potential candidates by promoting organizational reputation.
- Research object: the role of employer attractiveness’s dimensions on the intention to pursue a job
- Research subject: Generation Z, especially those who are fresh graduates and senior students in Vietnam 1.7 Research scope
- Partial scope: Primary data is collected via online survey from September to October 2023
- Spacial scope: The research is conducted within top universities in Hanoi city
- Content scope: employer attractiveness, organizational reputation and job pursuit intention Sample scope: Individuals of GenZ who are fresh graduates and final- year students with different majors
Data is combined between secondary and primary.
The secondary data is collected from books, research articles, review articles, and social media pages Information will be consulted and synthesized to extend the empirical analysis.
The primary data is collected from questionnaire, providing useful information on the respondents' educational and personal backgrounds, income levels, and ages The author successfully recruited participants using a variety of avenues, including social media groups, mailing lists, and personal relationships, with a concentration on students from Vietnam's private institutions.
The study primarily addressed Generation Z, which includes individuals who are scheduled to graduate in the coming months and enter the job, as well as recent graduates from other fields In all, 295 valid surveys were distributed and collected.
The study gathered data using a non-probability, convenience sampling approach Questionnaires were delivered to students at five institutions between September and October 2023 using a variety of sources, including physical copy distribution, email, and social media groups Data was received at various
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