The role of employer brand at Ho Chi Minh City University of Economics and Finance

Abstract:

The main purpose of this study is to identify and evaluate the influence of factors on the employer brand of Ho Chi Minh City University of Economics and Finance (UEF). Data were collected from 270 employees who were hired and have been working at the university more than 1 year. The reliability of the scale was tested using Cronbach’s Alpha coefficient. EFA factor analysis and regression analysis were used to find and evaluate factors affecting the employer brand of UEF. The result of research also showed that employer brand is measured by 5 factors including: (1) Application value; (2) Communication value; (3) Interesting value; (4) Compensation value; (5) Development value. However, Development value has a very low impact on the Employer Brand. The result also indicated that Interesting Value has a negative impact on the employer brand of UEF. Employer branding is a long-term strategy and the goal to manageme and improve the attitudes and behaviors of employees. This strategy can be adjusted so as to make the effort in improving the human resource policies at school.