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EMAC 2020 Annual Conference

Cross-cultural differences in career planning capabilities of students: Learnings for recruitment marketing and employer branding.

Published: May 27, 2020


Andreas Zehetner, University of Applied Sciences Upper Austria; Tetyana Blyznyuk, Simon Kuznets Kharkiv National University of Economics; Olga Myronova, Simon Kuznets Kharkiv National University of Economics; Daniela Zehetner , Simon Kuznets Kharkiv National Univerisity of Economics


Employer Marketing; Employer Branding; Cross-cultural Marketing


In many countries, there is a shortage of skilled employees. Employees are customers, and recruitment and employer branding are vehicles to find and retain talented employees as a valuable human resource. It is a long-term strategy to manage awareness and attraction of a company for employees. Recruiters and employer marketers have to understand students’ career choice behaviour in order to prepare customized arguments to attract the most talented students. This study informs about relationships between students’ career planning capabilities, performance and trait emotional intelligence (TEI) in two countries with different educational and cultural conditions. Findings reveal that different EI facets relate to students’ career planning capabilities. The cultural background of the students as well as academic performance influence career planning capabilities. Implications for recruitment marketing and employer branding across cultural environments are provided.