WHAT MAKES AN EMPLOYER ATTRACTIVE? A QUALITATIVE EXPLORATION OF EMPLOYER BRANDING AND JOB CHOICE

Abstract

In a labour market where competition for the workforce is growing, how an organisation positions itself as an employer can influence its ability to attract candidates and keep employees within the company. This study analyzes the perceptions of potential employees on the employer brand and the factors that influence their choice of a job, through qualitative research based on focus groups. The results show that the reputation of the organization contributes to its attractiveness, but the final decision depends on several criteria. Remuneration has been highlighted as one of the most important factors, along with professional development opportunities, work environment, internal communication and benefits offered. Thus, employer branding strategies should combine a positive reputation with concrete benefits and an attractive professional experience for employees.