Developing a Measurement Scale For Employer Brand Personality
(A2023-114169)

AUTHORS

Verena Batt, Lucerne University of Applied Sciences and Arts; Jillaine Farrar, Lucerne University of Applied Sciences and Arts; Sylvia Manchen Spoerri, Lucerne University of Applied Sciences and Arts; Sandrina Meldau, Lucerne University of Applied Sciences and Arts

ABSTRACT

Employees are considered as the most important internal stakeholders for companies as they play a crucial role in the growth and sustainability of an organization. Given the so-called “war for talent”, employer branding has received considerable attention in research and practice. In this context, the concept of employer brand personality (EBP) is of particular importance as it has the potential to attract and retain employees to companies. Although the concept of employer brand personality has gained increasing interest in research, literature on its measurement is still limited. This manuscript fills this void by reporting the development and validation of a scale measuring EBP. Based on four studies and on previous literature on brand personality, the authors propose an 11-item EBP scale measuring four dimensions: Drive, Reliability, Customer Focus, and Strength.