%0 Journal Article
%A Bonaiuto, Marino
%A De Dominicis, Stefano
%A Illia, Laura
%A Lizzani, Gabriele
%A Rodríguez Cánovas, María Belén
%T Managing employer brand attributes to attract potential future leaders
%D 2013
%@ 1350-231X
%@ 1479-1803
%U https://hdl.handle.net/20.500.14352/117125
%X Attracting and retaining professionals with the potential to become leadersis crucial for ensuring the success of companies. The purpose of this study is to contributeto the field of employer branding (EB) by identifying which employer brandattributes are perceived as particularly relevant for attracting talented people. Usingthree empirical studies, we identify brand attributes that have not been very widelydiffused among real companies (versus ideal) but are relevant for attracting youngprofessionals with the potential to become leaders. We also identify which brand attributes already present among real employees allow for attracting talented individualsversus the non-talented ones. The three studies are conducted with a sample of493, 729 and 1605 recent graduates from Italian universities, respectively. The resultsindicate that the most idealized brand attributes are related to the future employers’ability to innovate, be committed to social responsibility, be open, be a corporationthat values capabilities and knowledge and, finally, be a place offering different careerpaths. The last three factors in particular have become more important in recent years.The results are discussed with reference to how they contribute to our understandingof EB, brand management and the attraction of future leaders.
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