MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM BANKING UNIVERSITY OF HO CHI MINH CITY TRIEU DOAN NGAN DAO EFFECT OF EMPLOYER BRANDING ON JOB APPLICATION DECISIONS OF FRESH GRADUATES IN HO CHI MINH CITY – A CASE STUDY ON RETAIL ENTERPRISES BACHELOR THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 HO CHI MINH CITY, 2021 MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM BANKING UNIVERSITY OF HO CHI MINH CITY TRIEU DOAN NGAN DAO EFFECT OF EMPLOYER BRANDING ON JOB APPLICATION DECISIONS OF FRESH GRADUATES IN HO CHI MINH CITY – A CASE STUDY ON RETAIL ENTERPRISES. BACHELOR THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 SUPERVISOR PHAM HUONG DIEN, Ph.D HO CHI MINH CITY, 2021 i ABSTRACT In increasing competitive labour markets, attracting candidates has become a prime concern of organizations. Fresh graduates is known as potential employee for the employer. Fresh graduates having new ideas, knowledge can contribute to the development of the company.
So the employers need to identify and understand the range of factors that affect job application decisions of this potential human capital. In this study, I hypothesize that organizational size, compensation and benefits, training and development, corporate reputation and word of mouth that influence the decision- making of fresh graduates. Using regression analysis, I demonstrate that fresh graduates is impacted by training and development opportunities, corporate reputation and word of mouth. In particular, the corporate reputation is the most attractive component for prospective candidates.
Besides that, organizations should develop many training and development programs for employee because fresh graduates prefer working in a company where they can learn and develop new skills and knowledge. The results suggest that firms should develop employer branding and communicate values that company brings for customers, employees and social communities to attract the attention of potential applicants. Key words: employer branding, fresh graduates, job application decisions, retail enterprise. ii DECLARATION OF AUTHENTICITY I the undersigned declare that all material presented in this paper is my own work or fully and specifically acknowledged wherever adapted from other sources.
I understand that if at any time it is shown that I have significantly misrepresented material presented here, any degree or credits awarded to me on the basic of that material may be revoked. I declared that all statements and information contained herein are true, correct and accurate to the best of my knowledge and belief. Ho Chi Minh City, June 2021 Trieu Doan Ngan Dao iii ACKNOWLEDGEMENT I would like to take this opportunity to acknowledge serveral individuals who have helped me to complete my thesis. Frist of all, I would like to express my endless thanks and gratefulness to my supervisor Ph.D Pham Huong Dien.
Her kindly and continuous advices through the process of completion of my thesis. Her encouragement and comments had significantly enriched and improved my work. Without her motivation and instruction, the thesis would have been impossible to be done effectively. Secondly, I want to thanks my family for their endless love, care, and have most assistant and motivation me for the whole of my life.
Next, my deeply thanks come to all of my friends who always support me during time I study in Banking University of Ho Chi Minh City. I am thankful for the times and they have listened to me, advised me and even comforted me. Their kindly helps, care and motivation gave me strength and lift me up all the trouble for the rest of my life. Ho Chi Minh City, June 2021 Trieu Doan Ngan Dao iv TABLE OF CONTENTS LIST OF TABLES.
viii LIST OF FIGURES. Research objectives and questions. Research scopes and subjects. 5 CHAPTER 2: LITERATURE REVIEW.
Theoretical models and the previous studies. The theoretical models. Theory of Reasoned Action (TRA). Theory of Planned Behaviour (TPB).
The career decision making model. The job choice model. The Model of Career Decision Making for College Students. The previous researches.
The research ―Factors influencing the job search and job selection in students of Generation Y in the Czech Republic in the employer branding context‖ 18 2. The research ―Captivating company: dimensions of attractiveness in employer branding‖. The research ―A great place to work!? Understanding crowdsourced employer branding‖. The research ―Employer Brand and Job Application Decisions: Insights from the Best Employers‖.
Research hypotheses and the research model. Compensation and benefits. Training and development. Word of mouth.
The proposed research model. Process of research. Qualitative research methods. The qualitative research result.
Research sample design. Research data collection. Data processing and analysis. Data checking and cleaning.
The reliability of scale. Explored Factor Analysis. Linear Regression Analysis and hypothesis testing. 42 CHAPTER 4: DATA ANALYSIS.
Explored Factor Analysis. Explored Factor Analysis for Independent Variables. Explored Factor Analysis for Dependent Variable. Analysis the fit of model.
Testing Normal Distribution of Residual. The difference about gender. The difference about qualifications. The difference in job application decisions by graduation status.
60 CHAPTER 5: CONCLUSION AND IMPLICATIONS. Summarize the research result. Limitations and orientations for further studies .lxxxv viii LIST OF TABLES Table Name Page Table 2.1 Summary the conceptions of career decision-making process 12 Table 2.2 Summary the characteristics of career decision-making process 15 Table 2.3 Five elements in employer brand development 20 Table 2.4 Seven key employer branding areas 22 Table 2.5 Summary the research hypotheses 29 Table 4.1 Frequency statistics for study sample 43 Table 4.2 Summary the Reliability Statistics 45 Table 4.3 KMO and Bartlett's Test for Independent Variables 47 Table 4.4 Factor loading for Independent Variables 47 Table 4.5 KMO and Bartlett's Test for Dependent Variable 48 Table 4.6 Component Matrix for Dependent Variable 48 Table 4.7 Summarize the research scales after analyzing EFA 49 Table 4.8 Correlations between Dependent Variable and Independent 51 Variables Table 4.9 Model Summary 52 Table 4.10 Test for the fit of regression model 52 Table 4.11 Coefficients Analysis for Independent Variables 53 Table 4.12 Testing Autocorrelation 55 Table 4.13 Testing Collinearity 55 Table 4.14 Correlations between ABSRES and independent variables 56 Table 4.15 Comparing the job application decisions by gender group.16 Independent Test for gender groups 57 Table 4.17 Comparing the job application decisions by qualifications 58 group.18 Independent Test for qualification groups 59 Table 4.19 Test of Homogeneity of Variances of Graduation Status, 59 Table 4.20 Test of ANOVA for the difference by groups of Graduation 60 Status x LIST OF FIGURES Figure Name Page Figure 2.1 The supply chain model 8 Figure 2.2 The Theory Reasoned of Action Model 10 Figure 2.3 The Theory of Planned Behaviour Model 12 Figure 2.4 The Job Choice process 14 Figure 2.5 The career decision-making process 15 Figure 2.6 The research model 29 Figure 4.1 Histogram Chart 54 Figure 4.2 Histogram Chart 56 1 CHAPTER 1: INTRODUCTION 1. Research neccessity These days, fresh graduate students not only interested in salary but also care about their training and development programs and experiences at work,…when they make a job application decisions.
According to Ambler and Barrow (1996), employer branding communicates the benefits of employment to potential candidates. Potential employees use employer branding to differentiate between employers and assists their decision making. Information that potential employees gain about an employer forms the image they attribute to the brand of an organisation. Also, in increasingly competitive labour markets, attracting and retaining talent has been one of the prime concerns of organisations, employer branding is considered as a significant factor that attracts the human resources that best fits and contributes to the strategic aims and bottom line of organisations.
Besides that, when an enterprise deployments an employer branding that will help the company construct a sustainable brand image which is considered a competitive advantage for the company. However, to create a sustainable strong, genuine and lasting employer brand, employers need to understand the range of factors that influence career decision making and the role of employer branding in attracting human capital that best fits and contributes to the strategic aims of an organisation. Thus, this paper aims to identify the employer branding factors affecting job application decisions of fresh graduate students in Ho Chi Minh City – a case study on retail enterprises. Research objectives and questions 1.
Research objectives The overall objective: To research the influence of the employer branding factors on the job application decisions of fresh graduates into enterprises in the retail industry in Ho Chi Minh City. 2 The specific objectives: - To identify the employer branding factors that affect the application decisions of recent graduate students into companies in the retail industry. - To evaluate and measure the effect of employer branding factors on job application decisions of recent university graduates. - To propose managerial implications supporting the firms in the retail industry to improve their employer branding to attract talented candidates.
Research questions - What are the factors of employer branding which affect the decisions to apply for a job in retail industry of fresh university graduates? - How are these factors influencing the job application decisions of new graduates into the retail enterprises? - What are the managerial implications that can be concluded from this study for the retail firms to attract the talent among the graduate students? 1. Research scopes and subjects 1. Research scopes Fresh graduates define as students who have just graduated from university or college, or people who graduated but having less than two years of working experience. So this research is focused on people who are: - Final year students preparing for graduation; - Just graduated; - Graduated having less than 01 years of working experience; - Graduated having less than 02 years of working experience.
Research subjects This study targets mainly on the employer branding‘s factors that influence job application decisions of recent university graduates. To obtain the target, the author 3 conducts a survey data on the fresh university graduates who have less than two years of working experience and desire to work in the retail industry in Ho Chi Minh City. Research methodology This study conducts both quantitative research methods and qualitative research methods. In qualitative research methods, the author build questionnaire basing on questionnaire in relevance previous researches.
Additionally, in quantitative research methods, author uses a non-probability sampling method with an accidental sampling design to collect data. The respondents receive the questionnaire survey and answer all the questions based on their experience, using a 1–5 Likert-type scale with an anchor of 1 for ―strongly disagree‖ to 5 for ―strongly agree‖. Expected contributions Practical contribution: - Provide a comprehensive, reliable and comprehensive source of information for employer branding activities of retail enterprises. - Research results help businesses identify the level of employer branding effect on job application decisions of fresh graduates Academic contribution: - The research model is constructed basing on the previous research hypotheses and research model about the effect of employer branding on career making-decision.
So the result of this research will contribute to the consolidation of previous research. - The experience gained during the research process is the basis for the completion and implementation of research activities on the impact of employer branding in future researches. Thesis structure Besides table of contents and references, this thesis has five chapters. 4 - Chapter 1: Introduction This chapter focuses on the overview of the research by setting research problems, identify the necessity of research, the research subject, the research contribution and the research objective.
These topics provide the overview of the research content and setting a base for researching theoretical background in the next chapter. - Chapter 2: Literature review. Chapter two present the concept of employer branding, the factors of employer branding, the application process, the theoretical models and the previous researches.