THE RELATION OF INSTRUMENTAL and SYMBOLIC ATTRIBUTES TO A COMPANY'S ATTRACTIVENESS AS AN EMPLOYER

Abstract

This study adds a new marketing‐based angle to the study of the attractiveness of organizations in the early stages of the recruitment process. Drawing on the instrumental‐symbolic framework from the marketing literature, we expected that the meanings (in terms of inferred traits) that prospective applicants associate with employing organizations would play an important role in applicants' attractiveness to these organizations. Two groups of prospective applicants (275 final‐year students and 124 bank employees) were drawn from the applicant population targeted by the bank industry. These applicants were asked to rate a randomly assigned bank in terms of job/organizational factors and to ascribe traits to this bank. In both samples, trait inferences about organizations accounted for incremental variance over job and organizational attributes in predicting an organization's perceived attractiveness as an employer. Moreover, it was easier to differentiate among organizations on the basis of trait inferences versus traditional job and organizational attributes. Practical implications for image audit and image management are discussed.

Employer Branding in Selected Companies in United Arab Emirates

“…This basic foundation is used in the context of brand image (Lievens and Highhouse, 2003). Based on the brand image of the employer and the employer reputation (see Figure 1 & 2), employees create their perceptions of the brand.…”

“…As they are based on inferences (Lievens and Highhouse, 2003), consistent and accurate communications are required to minimize gaps in perceptions. These are intangible and abstract, and include elements such as prestige, innovativeness, organizational culture and management styles (Backhaus and Tikoo, 2004).…”

“…These are intangible and abstract, and include elements such as prestige, innovativeness, organizational culture and management styles (Backhaus and Tikoo, 2004). Symbolic beneCits also address an employee's need to fulfill his selfidentity (Lievens and Highhouse, 2003;Backhaus and Tikoo, 2004); implying the importance of person-job fit. Instrumental attributes, on the other hand, refer to those benefits which an employee gains from the employer, in terms of tangibles (Martin, 2007:19).…”

“…Instrumental attributes, on the other hand, refer to those benefits which an employee gains from the employer, in terms of tangibles (Martin, 2007:19). These include pay and the means to achieve personal benefits (Lievens and Highhouse, 2003). However, as people generally tend to associate human traits to brands (Lievens and Highhouse, 2003) symbolic functions have a large impact.…”

“…These include pay and the means to achieve personal benefits (Lievens and Highhouse, 2003). However, as people generally tend to associate human traits to brands (Lievens and Highhouse, 2003) symbolic functions have a large impact. A combination of both should be considered in building employer branding.…”