A study on the factors to measure employer brand: the case of undergraduate senior students

Abstract

Purpose This paper aims to develop the structure of employer brand and discuss whether employees and employers have the same view on the elements of employer brand. Design/methodology/approach The employer brand of Taiwan, which includes 5 facets and 20 eight terms, was obtained. Management, welfare, interest and environment are the common facets of employer brand in China and Western countries. In addition, family and atmosphere is an important factor that merges both Western and Eastern job applicants. Its contents emphasize family life, which is only found in applicants from Taiwan and China. Findings The results showed that enterprises utilize functional factors in order to connect emotions closely and satisfy psychological sustenance, which have true attraction to young Taiwanese applicants and the current workforce of employees. Originality/value In general, after 20 years of establishment and empirical research, the achievements are rich and many practical opinions are provided. However, most of the existing literatures come from the researches of Western scholars, and they may be affected by the Western social value. This study has explored the Oriental and Western literatures. In the study field of Taiwan, it is found that employer brand will definitely show different style features due to the cultural difference. Therefore, when an enterprise applies the relevant connotation of the employer brand, it is necessary considering the cultural difference. This shows the importance of cross-cultural study of employer brand recently. At the same time, this also highlights the contribution of this study on theory and practice.

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