Influence of employer brand equity in attracting DLSU Gen Ys in the FMCG industry

• Main Authors: Catabui, Murielle Heena Avila, Co, Monique Lilybeth Pua, Dy, Ronald Allen Sy, Tan, Melissa Rampas
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Branding (Marketing); Brand name products > Management; Telemarketing; Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/10507
• Institution: De La Salle University

The study aimed to evaluate the correlation of the dimensions of employer brand equity with the recruitment of Gen Y to organizations in the fast-moving consumer goods industry, based on Aakers conceptual framework. Building on marketing literature, a model of Gen Ys recruitment outcome that included the major determinants of brand equity model is proposed. The study used an explanatory method that utilized a survey approach. Based on a sample of 338 recent graduates from De La Salle University, ordered logistic regression is used to test hypotheses. The research revealed that only perceived quality has a significant relationship and positive correlation with recruitment outcomes across the four companies used in the study. However, when the companies were taken as a whole, brand awareness, brand association, and perceived quality showed positive, significant correlation with recruitment outcomes. The paper recommended that human resource managers should carefully consider their employer branding approaches when designing their recruitment strategies. HR managers are also called on to adapt their branding approaches based on each brand equity component to fit each environment and attract the potential talents.