Effect of Employer Brand Image on Application Intentions of B-School Undergraduates

Effective recruiting can help an organisation gain competitive advantage by attracting and retaining the best talent from the campuses. In this paper, the authors draw upon marketing literature to examine how employer brand image can effect the application intentions of business school undergraduates. Based on the analysis of data collected from 125 students from five different business schools located across India, the authors find that attitudes of the prospective candidate about an organisation is an important predictor of intent to apply. Amongst the job attributes, the students' application intentions are influenced by their perceptions of the responsibility and empowerment inherent in the job, as well as on compensation and locational considerations. Prior work experience moderates the relationship between the responsibility and empowerment dimension of employer brand image and application intentions. Implications of the findings and directions for future research are also discussed.