Employer Branding Attributes. Investigating Its Power

      Аннотация: 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 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. 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.

Ключевые слова: advertising, attributes, business, Employer Branding, endorsements, marketing, Pakistan, publicity, sponsorship, Young Graduates