Scale Development in Employer Branding

The present research proposes an approach to establish a reliable, valid, and generalisable scale for the measurement of employer brand dimensions. To overcome limitations of previous research, the scale items are derived from an extensive, interdisciplinary literature review in addition to in-depth interviews with both employees and employers. The survey participants (n=223) are employees of German companies. Exploratory factor analysis is used to establish the dimensionality of employer brands. The dimensionality exploration provides the ground work for future research. For management, the results help design efficient employer value propositions that ensure the businesses’ success in the war to hire and retain the right talents.