Which Employees' Values Matter Most in the Creation of Employer Branding?

The study explores if there are any statistically significant employees’ values that affects the employer branding, and if any, which affects the most. Based on the grounded theory, this study critically assesses multiple cases of employees’ values of branding process in a manufacturing company. The five aspects of personal values of employees were surveyed on a sample of 413 employees, of which 244 were current employees of the surveyed company and 169 were potential employees that applied to the company. Results revealed that employees’ social, interest, developmental and economic values, in order of priority, are affecting the employer brand.

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