Employer Attractiveness: Two Instruments to Measure Employer Branding and Reputation

Abstract

The external purpose of Employer Branding is attraction, that is, the brand’s capability to be preferred to its competitors through attractiveness and reputation. This study aims to (1) propose the Italian adaptation of the Employer Attractiveness scale (EmpAt scale) in its “real” version; (2) propose a tool to evaluate employer reputation; and (3) measure the convergent and predictive validity of these two measures. An online survey was administered to a sample of convenience (N = 407; 56% were women). The results of exploratory and confirmatory factor analyses are presented for both scales, including correlations and regression results to demonstrate reliability and validity. Organizations could use these two tools to perform preliminary analyses to improve their employer branding, being aware of their own image’s strengths and areas for improvement, and thus differentiating themselves from competitors.