Gender Perceptions: Employer Branding Through Attractiveness, Job Characteristics and Organizational Attributes

Summer  Aslam; Cordelia  Mason; Asma  Zakria; Mohd  Farid

doi:10.18034/ajtp.v3i2.400

Authors

Summer Aslam University of Kuala Lumpur
Cordelia Mason University of Kuala Lumpur
Asma Zakria University of Kuala Lumpur
Mohd Farid University of Kuala Lumpur

DOI:

https://doi.org/10.18034/ajtp.v3i2.400

Keywords:

Employer Branding, Intention to apply, Gender Difference, Banking Sector

Abstract

The novelty of employer branding is undeniable in HR practices. However, the pair studies are also found in employer branding with the perception of gender. A gender difference is said to occur when male and female react differently in perceptions. In Pakistan, human capital is an inadequacy in bank jobs and female less appearance in the sector creates more shortage of skilled employees. However, the results reported have given an insignificant difference between male and female in the perception of employer branding. Moreover, the gender disparity has no borders, so re-justification is an admirable in another region. Hence, a significant relationship exists between employer branding and intention to apply. Intention to apply is a central dealing with recruitment as appears with the wish for of submitting a job application. Furthermore, the wider applicant pool can achieve with employer branding. Employers can persuade to potential employees through attractiveness, unique organizational attributes and job characteristics. Concluded, banks in Pakistan can increase a wider applicant pool with the implementation of employer branding. Data Analysis was done by using SPSS and smart PLS. Future recommendations and implications are at the end.

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Author Biographies

Summer Aslam, University of Kuala Lumpur

Department of Human Resource Management, University of Kuala Lumpur, Jalan Sultan Ismail, Kuala Lumpur, MALAYSIA
Cordelia Mason, University of Kuala Lumpur

Dean, Management Sciences, University of Kuala Lumpur, Jalan Sultan Ismail, Kuala Lumpur, MALAYSIA
Asma Zakria, University of Kuala Lumpur

Lecturer, Management Sciences, University of Kuala Lumpur, Jalan Sultan Ismail, Kuala Lumpur, MALAYSIA
Mohd Farid, University of Kuala Lumpur

Marketing Department, University of Kuala Lumpur, Jalan Sultan Ismail, Kuala Lumpur, MALAYSIA

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