Employer attractiveness: a study into the link between demographics of jobseekers and reasons for applying for a position

Abstract

This study focuses on employer attractiveness, namely the attributes that motivate job-seekers to apply for a job and the demographic variables that may affect employer attractiveness. The demographics of age, gender, years worked, and the faculty/study-related variables are examined through a quantitative approach with a sample of 1056 Hungarian students. Some significant differences were found for ‘money’, opportunities to develop and job conditions. This study also uncovered two new attributes: job (contractual) conditions; and type of work (tasks). These findings imply that employer branding strategies should consider national idiosyncrasies, and not rely on existing empirical findings.

Keywords

• employer branding
• attributes
• demographics
• motivators