Leveraging workforce insights to enhance employer attractiveness for young job seekers during pandemic era

This study aims to identify the difference in young job applicants' perception of employer attractiveness dimensions based on their demographic characteristics. The author examined a comprehensive measurement scale to assess employer attractiveness key value propositions through exploratory quantitative research. A judgmental sampling technique is used to select respondents from two well-known private universities operating in Egypt. A total of 400 questionnaires were distributed online among final-year undergraduate and graduate students. To assess the research hypotheses, non-parametric tests were employed. The findings indicated that when searching for an employer, the young generations give the highest importance to economic, social, development-interest, reputation and less importance to application-diversity and working environment attractiveness dimensions. On the other hand, the results revealed a statistically significant difference between the perceived importance levels of each dimension based on the respondents' gender, education, and study program. The research results have several theoretical and practical implications, in which it addressed many limitations of previous studies on employer attractiveness. Moreover, the findings can be used to track young job seekers’ perception towards employers to provide Human Resource practitioners with valuable insights in managing their communication and recruitment strategies to attract talented job applicants.