Transformations  in
Business & Economics

THE ASSESSMENT OF EMPLOYER BRAND IMPACT ON THE ATTRACTION OF EMPLOYEES IN INTERNATIONAL ORGANIZATION
Ingrida Sarkiunaite, Indre Sciukauske

ABSTRACT. The ways in which organizations attract and retain talents internationally have gained interest among researchers because of the spread of globalization (Allen, Vardaman, 2017). One of the ways to solve the issues of human resource management is the creation of employer brand and the promotion of employer image in labor market is the tool for attracting more qualified, talented candidates. The aim of this research is to determine, which employer brand features has the impact for employee's attraction in the international organization in Lithuania. To reach this aim, the 84 employee's quantitative data from 2 international organizations were analyzed. The research results show, that employer brand features most affecting the employee attraction in the international organization in Lithuania, are organizational culture and teamwork, when flexible working time, geographic location, etc. have no such effect. In addition, the revealed connection between country's cultural context and employer brand, which allow the organizations to attract more effectively the employees to international organization. The collectivism dimension was found as the most affecting and short-term focus dimension as non-affecting.

KEYWORDS:  employer, employer brand, attraction, human resource management, international organization.

JEL classification:  M31, M51, O15.