Job seekers’ behavioural intention towards corporate image : a study among local potential employees

Abstract

This study's objective is to investigate how corporate image could entice job seekers as well as identifying what drives job seekers to apply for a position within a corporate organisation. It also looks at how job hunters plan to behave in relation to a firm's employer branding. As HR professionals in Malta focus more on employee engagement and internal branding of organisations, this information is hard to come by. As a result, the aim of this study is to provide a deeper insight into the behavioural intentions of job seekers. This study used semi-structured interviews and a thematic analysis to better understand the viewpoints of the participants. The author sought to identify the primary influences on job seekers that prompt them to send an application to a company. The study's conclusions, analysis, and discussion are intended to provide answers to the research questions. According to the study's findings, the great majority of respondents expressed a willingness to submit an application for a position with a corporate organisation in the near future. When referring to a corporate organisation, the most frequent qualities that were desired were stability, exposure, and growth opportunities. Employer branding may have appeared to be a desirable quality for a company to possess, but in the end, it was not a factor which determined whether or not these job seekers would apply. Their main priorities were flexibility and an excellent organisational culture (a pleasant work environment). Other requisites included a fair income and a solid corporate reputation.