An Empirical Study of the Most Preferred Attributes of Employer Branding

Rajnish Misra, Shalini Dubey

OAI: oai:igi-global.com:300329 • DOI: 10.4018/IJHCITP.300329

The current study is based on the preferred attributes of the employer branding, and their influence in the decision-making process of the engineers (Btech graduates) from the different branches. This study attempts to fill the gap by providing a scale on employer branding attributes. To test the scale for employer brand attributes, two studies were conducted. Study 1 applied Exploratory Factor Analysis (EFA) with varimax rotation and Study 2 used second-order Confirmatory Factor Analysis (CFA). The statistics were drawn from 362 students of BTech from four major branches like computer science, electrical, civil, mechanical engineering in Delhi NCR. Results show that the 2 of the employer brands attributes-Job security and fringe benefits have the highest impact on the decision-making process of the students. The current study provides the pragmatic approach from the students of four chosen branches of engineering in selecting the right employer.