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Baum, Matthias ; Kabst, Rüdiger:
How to attract applicants in the Atlantic versus the Asia-Pacific region? : A cross-national analysis on China, India, Germany, and Hungary.
In: Journal of World Business.
Bd. 48
(2013)
Heft 2
.
- S. 175-185.
ISSN 1090-9516
DOI: https://doi.org/10.1016/j.jwb.2012.07.002
Abstract
While previous studies have shown that firms need to build a favourable employer image to prevail in the war for talent we still lack of an international perspective on employer branding. Based on a survey among engineering students from China, India, Germany, and Hungary, we show that the impact of some facets of employer image (e.g. task attractiveness) varies across different countries, while other employer image facets, such as perceived career opportunities and working atmosphere, unfold a stable influence on students’ intention to apply. Thus, we propose that there is an opportunity for a global employer positioning approach.