Organizational Psychology

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Natalia Ivanova1, Daria Moshinskaya2
  • 1 National Research University Higher School of Economics, 20 Myasnitskaya Str., Moscow, 101000, Russian Federation
  • 2 DANONE Russia

Employer brand perception by workers with different social identity

2017. Vol. 7. No. 3. P. 37–50 [issue contents]
In this paper we discuss the employer brand perception by workers with different socia lidentity. Purpose. The main aim is to identify these features. The employer brand concept has been developed, methods for studying employer brand perception have been analayzed from the social psychology prospect. Study design. The research procedure included three parts: employer brand characteristics perception study (author’s modification of Employer brand image perception study by K. Akamova), Social identity components structure study (the classical Schwartz value questionnaire) and the study of cognitive component of social identity through the methods of M. Kuhn and T. McPartland. Findings. The study involved 131 respondents who were divided into groups with basic and business social identity characteristics upon cognitive and value-motivational component and highlighted the main parameters of HR-brand perception, which are: “characteristics of the company”, “social trust”, “compensation & benefits”, and “professional development opportunities”. The study also revealed similarities in perception of such parameters as “characteristics of the company”, “compensation &benefits”, and “professional development opportunities” of employees with different features of socialidentity; a significant difference of “social trust” perception parameter was found out as well: it is moreimportant for people with basic social identity features. Significant differences was not found out ingroups of people with actualized basic and business social identity features in terms of parameters those relate to “characteristics of the company”, “compensation and benefits”, as well as “developmentopportunities”, i.e. these parameters are equally important for both groups. Implications for practice.The practical significance of the work lies in the possibility of creating special measures for the employer brand development and management in terms of interaction and impacting on employees with different social identity features in order to build the most effective model of communication.

Citation: Ivanova N., Moshinskaya D. (2017) Osobennosti vospriyatiya HR-brenda sotrudnikami s raznymi kharakteristikami sotsial'noy identichnosti [Employer brand perception by workers with different social identity]. Organizacionnaâ psihologiâ (Organizational Psychology), vol. 7, no 3, pp. 37-50 (in Russian)
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