The Main Attributes of the Employers' Attractiveness - A Cross-National Analysis on Romania, Italy and Armenia

• Author: Grajdieru (Coman) E. - Khechoyan T.
• Position: Transilvania University of Brasov - Public Administration Academy of the Republic of Armenia
• Pages: 97-106

Bulletin of the Transilvania University of Braşo v

Series V: Economic Sciences • Vol. 12 (61) No. 1 – 2019

https://doi.org/10.31926/but.es.2019.12.61.1.13

THE MAIN ATTRIBUTES OF THE EMPLOYERS’

ATTRACTIVENESS - A CROSS-NATIONAL

ANALYSIS ON ROMANIA, ITALY AND ARMENIA

E. GRĂJDIERU (COMAN)1 T. KHECHOYAN2

Abstract: In the context of a globalized society, companies need to

differentiate themselves on the labour market in order to attract the best

candidates. The aim of this study is to identify the main attributes of the

employer’s attractiveness for the students and graduates from Romania,

Italy and Armenia, and to demonstrate that there are significant differences

between the levels of importance attributed to the items by respondents

depending on their nationality. We conducted a quantitative research on a

total sample of 375 subjects. The results are in line with some of the previous

research conducted in other countries.

Keywords: employers’ attractiveness, cross-national analysis, work-life

balance, career development

1. Introduction

In the knowledge economy, the “human capital” is the most important source of

competitive advantage. Thus, maintaining a good reputation on the labour market has

become crucial for companies (Cappeli, 2001; Sivertzen, Nilsen and Olafsen, 2013). In

the context of a globalized society where one organization can operate in several

countries with different cultures and levels of economic development, adapting

employer brand strategies to the country in which it operates is crucial. Although there

are some studies on employers' attractiveness conducted in different countries (e.g.

Arachchige and Robertson, 2011; Alnıaçık et al., 2014; Reis and Braga, 2016), we still do

not have a clear answer to the question of how the development level of a country may

influence the perception of candidates on the employers’ attractiveness. The purpose of

this study is to identify the main factors that influence the decision of the applicants

when choosing a specific employer and to identify if the perception of potential

employees on the employer’s attractiveness varies from one country to another.

1 Transilvania University of Braşov, ecaterina.grajdieru@unitbv.ro

2 Public Administration Academy o f the Republic of Armenia, Khechoyantereza@paara.am