The influence of corporate reputation on millennials job pursuit intentions : the moderating role of employer brand equity and organisational attractiveness

Abstract

Purpose Ð The research paper aims to determine whether corporate reputation is a predictor of the job pursuit intentions of millennials in South Africa and whether employer brand equity and/ or organisational attractiveness moderate this relationship. Design methodology Ð The research methodology undertaken is a cross sectional, quantitative study where results were collected through a structured questionnaire that was circulated to the sample population. This comprised of millennials aged between 18 Ð 36 years and residing in South Africa. A linear regression analysis and two moderation analysis were conducted to determine the research objectives. Research findings Ð The study found that there is a positive and significant relationship between corporate reputation and job pursuit intentions as 61.2% of the variance in the job pursuit intention of millennials in South Africa can be explained by corporate reputation. The outcome of hypothesis 2 and hypothesis 3 confirmed that employer brand equity and organisational attractiveness do not moderate the relationship between corporate reputation and the job pursuit intentions of millennials in South Africa. A new conceptual model was proposed for further research. Research limitations Ð A limitation of the study is that respondents may not be familiar with the ethical transgressions committed by the organisations, limiting the purpose of the study and therefore limiting the researcherÕs ability to test for the influence of a negative or positive corporate reputation. Implications Ð Employers should build and maintain a good corporate reputation in order to attract and retain skilled employees, as it has a significant and positive relationship with the job pursuit intentions of millennials in South Africa.