Employer branding dimensions: An adapted scale for Eastern Europe.

Abstract

We aim to identify and validate the key dimensions of the employer brand scale in Romania, based upon an online survey with 310 participants. Confirmatory factor analysis and regression analysis are used to demonstrate that the measurement of employer brand used in Western contexts needs to be adjusted in Romania. A second order construct shows that only four dimensions are relevant: development, social, economic, and interest value (not the application value). We recommend changes to the scale of employer attractiveness and demonstrate that the modified scale predicts positive work outcomes, such as job satisfaction, which further underscores its relevance for employee recruitment. The insights are important for practitioners in Romania, as they provide an appropriate tool for evaluating and designing employer branding strategies. Our results confirm the importance of employer branding strategies in the form of employer attractiveness dimension enhancements for recruitment and retention. Our research also expands knowledge on employer branding by showing that employer attractiveness is associated with positive work outcomes.