Employer branding : importance of organizational values in attracting generation Y.

• Main Authors: Guo, Gina Yee Chia., Nurul Ainee Ithnin., Ong, Xin Min.
• Other Authors: Chan Teng Heng
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Management::Organizational behavior
• Online Access: http://hdl.handle.net/10356/15053
• Institution: Nanyang Technological University

This study focuses on key organizational values that are important to Generation Y (Gen Y). These values are based on a study of 7 pre-established organizational values while introducing the 8th, Commitment to Training & Development which is our originality value. Extensive research was conducted on the concept of employer branding and the variable “Commitment to Training & Development”. The collection of data was conducted through the distribution of surveys and online channels. 401 undergraduates from tertiary institutions: Nanyang Technological University (NTU), National University of Singapore (NUS), Singapore Management University (SMU) and Singapore Institute of Management (SIM). Significant correlations among the variables and control variables were studied in detail. Subsequently, the hypotheses were supported. Three hypotheses were formulated as a result. Hypothesis 1: Key organizational values positively affect employer branding. Hypothesis 2: An organization’s Commitment to Training and Development is a key organization value perceived by Gen Y towards their potential employment. Hypothesis 3: There is a gender bias towards organization values for employer branding. Data analyses were conducted to evaluate the hypotheses. Our findings support that organizational value like Innovation, Respect for Others, Outcome Oriented and Attention to Details affect employer branding from Generation Y’s perspective. It was found that Generation Y places great importance on Training and Development with respect to other values. Gender and age bias were found in certain values.