Investigating The Power of Employer Branding Attributes

Abstract

This study investigates the power of employer branding from different sectors in attracting young graduates from Pakistan. A survey questionnaire was used to obtain the data from 96 young graduates of Pakistan. Methodology used was correlation between the variables of employer brands, and cross tabulation for the comparison of employer brands in different sectors, in terms of the main attributes of employer brands, i.e. publicity, sponsorship activities, word-of-mouth endorsements and advertising. For data analysis, SPSS 20 was used. Data obtained from the young graduates was used for analyzing the sectors of employer brands with respect to the main attributes of employer brands. The results show that the employer brands in different sectors (Electrical and Telecom sectors prominently) focus well on publicity, word-of-mouth endorsements and advertising, whereas less attention is given towards sponsorship activities. In order to give a broader and clear picture, the young graduates should be tested globally for employer brand attributes, as only the young graduates from Pakistan were tested for this research work. This study examines the main attributes of employer brands on the young graduates of Pakistan, in order to find that what are their perceptions about employer brands in different sectors, and highlighting those attributes for employer brands, where attention is required.