EFFECTS OF EMPLOYER BRAND ATTRACTIVENESS ON STUDENTS INTENTION OF JOB APPLICATION AT UNIVERSITY OF ECONOMICS, HUE UNIVERSITY

Abstract

This study was conducted to examine the influence of employer brand attractiveness on the intention to apply for a job vacancy of students at University of Economics, Hue University. From the survey data of 258 final-year undergradute students of University of Economics, Hue University, the results of the analysis of the Structural Equation Modeling (SEM) show that the factors affecting the company’s reputation and indirectly affect the intention of potential employees are in descending order, including: development value, economic value, quality of work and life, social value and safety value. The study also did not detect the impact of application value on corporate reputation. Management implications are also proposed by the article in order to promote the application intention of students at University of Economics, Hue University in the coming time.