Employer branding – A perceptual study of Management students in Hospitality and Tourism industry

Abstract

Employer-employee relationships played a significant role in strengthening the team spirit among employee, it becomes important for the organizations to present themselves as the best place to work. Employer branding is used as a strategic tool to attract and retain employees to gain a competitive advantage. Employer branding for industries in the service sector is crucial for long-term market sustainability. As industries like tourism and hospitality are labor-intensive and their growth is determined by its peoples and brand image.
In the present study, the researcher tries to identify the student’s perceptions (potential employees) and employer branding dimensions to attract a talented workforce towards their dream jobs. To provide an insight into various employers branding dimensions data is collected from students of hospitality and tourism management. A total of 559 students responded to 713 students. ANOVA was used to analyze the impact of independent demographic variables (gender, educational level, leadership experience, students’ grade performance, working experience, the impression of recruiter, internship experience)on the three employer branding dimension (Working environment, salary and reward and growth opportunities). A post hoc Duncan’s Multiple-Range (Hair Jr., Anderson et al(1998) test was used to confirm the results of the ANOVA test and determine outstanding groups of each independent variable.
The results Showed significant relationship between the components (Working environment, salary and reward and growth opportunities) of employer branding with variables like (gender, leadership experience, students’ grade performance, working experience, impression of recruiter). However, the two variables (internship experience and education level) did not show any strong relationship with the employer branding dimensions.