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Irena BAKANAUSKIENĖ

ISSN 1392-1142
ORGANIZACIJŲ VADYBA:
Rita BENDARAVIČIENĖ
SISTEMINIAI TYRIMAI: 2011.59 Ričardas KRIKŠTOLAITIS
Zigmas LYDEKA

Discovering an Employer Branding:


Identifying Dimensions of Employer’s
Attractiveness in University

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Keywords:FNQMPZFSTPSHBOJ[BUJPOBMBUUSBDUJWFOFTT FNQMPZFSCSBOEJOH WBMVFQSPQPTJUJPO VOJWFSTJUZ.

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Irena BAKANAUSKIENĖ, Rita BENDARAVIČIENĖ,
8 Ričardas KRIKŠTOLAITIS, Zigmas LYDEKA

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DISCOVERING AN EMPLOYER BRANDING: DENTIFYING DIMENSIONS
OF EMPLOYER’S ATTRACTIVENESS IN UNIVERSITY 9

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Irena BAKANAUSKIENĖ, Rita BENDARAVIČIENĖ,
10 Ričardas KRIKŠTOLAITIS, Zigmas LYDEKA

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DISCOVERING AN EMPLOYER BRANDING: DENTIFYING DIMENSIONS
OF EMPLOYER’S ATTRACTIVENESS IN UNIVERSITY 11

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12 Ričardas KRIKŠTOLAITIS, Zigmas LYDEKA

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DISCOVERING AN EMPLOYER BRANDING: DENTIFYING DIMENSIONS
OF EMPLOYER’S ATTRACTIVENESS IN UNIVERSITY 13

Corporate
identity
Employer brand: Quality and
attractiveness to numbers of
outsiders potential recruits
Organizational culture

Employer brand
reputation
Employer brand
Instrumental
image
Symbolic

Insider
identification with Organizational
Organizational performance
employer brand
identity

Fig. 1. Employer branding framework

Source: G. Martin (2007).

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 ModernThink Modern Education Insight
DISCOVERING AN EMPLOYER BRANDING: DENTIFYING DIMENSIONS
OF EMPLOYER’S ATTRACTIVENESS IN UNIVERSITY 15

Survey ª The Scientist, Best Places to UFOUJUFNTXJUIIJHINBSLT %F7POFUBM 


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Irena BAKANAUSKIENĖ, Rita BENDARAVIČIENĖ,
16 Ričardas KRIKŠTOLAITIS, Zigmas LYDEKA

Table 1
Content Validity Index by Dimensions

Frequency of reference to
Dimension CVI
dimension in 8 methodologies
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Face validity Pilot surveys

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DISCOVERING AN EMPLOYER BRANDING: DENTIFYING DIMENSIONS
OF EMPLOYER’S ATTRACTIVENESS IN UNIVERSITY 17

for what reasons they would leave it*OEJ NBLFVQUIFBUUSBDUJWFOFTTPGBVOJWFSTJUZ


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B TVNNBUJPO PG UIF EBUB GSPN UIF QJMPU CFFOBUUSJCVUFEBTGPMMPXTIf your answer
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Table 2
Labelling Dimensions the Categories of Workplace Satisfaction

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DISCOVERING AN EMPLOYER BRANDING: DENTIFYING DIMENSIONS
OF EMPLOYER’S ATTRACTIVENESS IN UNIVERSITY 19

References
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OF EMPLOYER’S ATTRACTIVENESS IN UNIVERSITY 21

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Irena BAKANAUSKIENĖ, Rita BENDARAVIČIENĖ, Ričardas KRIKŠTOLAITIS, Zigmas LYDEKA

UNIVERSITETO KAIP DARBDAVIO PATRAUKLUMO DIMENSIJŲ IDENTIFIKAVIMAS


DARBDAVIO ŽENKLODAROS VYSTYMO KONTEKSTE
Santrauka
ÀJʸEJFOʸEBSCPSJOLPTSFBMZCʐoäJOJʸFLPOPNJLPT FLPOPNJOJʸJSQTJDIPMPHJOJʸOBVEʸJEFOUJĕLBWJNBT
QMʐUSB  LWBMJĕLVPUʸ JS LPNQFUFOUJOHʸ EBSCVPUPKʸ TVTBNEBOʊJʇKBʛNPOFi%BSCEBWJPäFOLMPEBSB LBJQ
USʷLVNBT EBSCPKʐHPTʛWBJSPWʐCFJPSHBOJ[BDJKPNT OBVKB JS ʛUBLJOHB TSPWʐ  TVTJGPSNBWP QFSTPOBMP WB
JÝLZMBOUJUBMFOUʸQSJUSBVLJNPJSJÝMBJLZNPQSPCMFNB EZCPKFUBJLBOUNBSLFUJOHPQSJODJQVTJSQBTUBSVPTJVT
MFNJB WJT EJEʐKBOʊJʇ PSHBOJ[BDJKPT  LBJQ EBSCEBWJP EV EFÝJNUNFʊJVT TVMBVLJB EJEFMJP NPLTMJOJOLʸ JS
QBUSBVLMVNP JS JÝTLJSUJOVNP  SFJLÝNʒ ,BEBOHJ QSBLUJLʸ EʐNFTJP %BVHJBVTJB NPLTMJOJʸ UZSJNʸ
LPOLVSFODJKBEʐMHFSJBVTJʸEBSCVPUPKʸUBNQBLPOF EBSCEBWJP äFOLMPEBSPT TSJUZKF BUMJLUB BOBMJ[VPKBOU
UPMZHJ LPOLVSFODJKBJ EʐM LMJFOUʸ  PSHBOJ[BDJKPT UVSJ JOTUSVNFOUJOJʸJSTJNCPMJOJʸWFJLTOJʸCFJBTNFOTJS
EJGFSFODJKVPUJTBWPʛWBJ[EʛJSQP[JDJPOVPUJTBWFLBJQ PSHBOJ[BDJKPT WFSUZCJʸ BUJUJLUJFT ʛUBLʇ PSHBOJ[BDJKPT
QBHFJEBVUJOʇEBSCPWJFUʇUJFLFTBNJFNT UJFLQPUFO LBJQ EBSCEBWJP QBUSBVLMVNVJ %BSCEBWJP QBUSBV
DJBMJFNTEBSCVPUPKBNT0SHBOJ[BDJKPTLBJQEBSCEB LMVNPEJNFOTJKPTPQFSBDJPOBMJ[VPKBNPT LPEVPKB
WJP QBUSBVLMVNBT  BQJCSʐäJBNBT LBJQ LBOEJEBUʸ JS NPTJSWFSUJOBNPTQBTBVMJOJVPTFJSOBDJPOBMJOJVPTF
EBSCVPUPKʸʛäWFMHJBNBTEBSCPLPOLSFʊJPKFPSHBOJ[B vHFSJBVTJPEBSCEBWJPiTʇSBÝVPTFJSSFJUJOHVPTF
DJKPKFOBVEBT UBNQBTWBSCJBVTJVBUTBLVʛQFSTPOBMP 7JTHJ EBSCEBWJP QBUSBVLMVNP JS EBSCEBWJP
WBEZCPTJÝÝʷLJVT TVLVSJBJT99*BNäJVKFTVTJEVSJB äFOLMPEBSPT LPOTUSVLUBJ TUPLPKB OVPEVHOBVT JS
NPEFSOJPTPSHBOJ[BDJKPT,BJQSPEPUZSJNBJ CFUP  WJFOJOHPUFPSJOJPBQJCSʐäUVNP UPEʐMSFJLBMJOHJUP
LBEEBSCEBWJPQBUSBVLMVNBTZSBQVJLJJOWFTUJDJKBʛ MFTOJ EBSCEBWJP QBUSBVLMVNP NPLTMJOJBJ UZSJNBJ 
UBMFOUVT UBJUFJLJBJSLJUʇQSJEʐUJOʒWFSUʒ UZNBäJOB ZQBʊ OBHSJOʐKBOU EBSCEBWJP äFOLMPEBSPT WZTUZNP
EBSCVPUPKʸ LBJUʇ  ʛUBLPKB ĕOBOTJOʒ TʐLNʒ  EJEJOB JS FGFLUZWBVT ʛHZWFOEJOJNP QSPDFTVT #BDLIBVT 
BUTQBSVNʇ SJOLPT OVPTNVLJBNT  TLBUJOB LMJFOUʸ 5JLPP  
 "OBMJ[VPKBOU UFNPT BLUVBMVNʇ ÝJB
QBTJUFOLJOJNʇJSMPKBMVNʇ NF TUSBJQTOZKF QBUFJLJBNBT BUMJLUBT LPLZCJOJT VOJ
%BSCEBWJP QBUSBVLMVNP TʇWPLB HMBVEäJBJ TV WFSTJUFUP PSHBOJ[BDJOJP QBUSBVLMVNP EJNFOTJKʸ
TJKVTJ TV EBSCEBWJP äFOLMPEBSPT BOHM FNQMPZFS JEFOUJĕLBWJNP UZSJNBT CFJ KP SF[VMUBUBJ "UMJLVT
CSBOEJOH
LPODFQUV LVSJTQJSNʇLBSUʇQBWBSUPUBT5 BÝUVPOJʸ QBTBVMZKF OBVEPKBNʸNPLTMJÝLBJQBHSʛTUʸ
"NCMFSJS4#BSSPXNQVCMJLVPUBNFTUSBJQT EBSCEBWJP QBUSBVLMVNP WFSUJOJNP NFUPEJLʸ BQä
OZKF JS BQJCSʐäUBT LBJQ vEBSCP UFJLJBNʸ GVOLDJOJʸ  WBMHʇ JS TJOUF[ʒ  QJMPUJOʛ UZSJNʇ  LVSJBNF EBMZWBWP
Irena BAKANAUSKIENĖ, Rita BENDARAVIČIENĖ,
22 Ričardas KRIKŠTOLAITIS, Zigmas LYDEKA

VOJWFSTJUFUPEBSCVPUPKʸJSTUVEFOUʸ CFJEWJF EJEäJBVTJʇ ʛUBLʇ VOJWFSTJUFUP  LBJQ EBSCEBWJP QB


Kʸ FUBQʸ FLTQFSUʸ BQLMBVTʇ  CVWP TVGPSNVMVPUBT JS USBVLMVNVJ  TVEBSP QSJFMBJEBT WJTBQVTJÝLBN PSHB
QTJDIPNFUSJOJBJT UFTUBJT QBUWJSUJOUBT VOJWFSTJUFUP  OJ[BDJKPT LVMUʷSPT  WFSUZCJʸ  EBSCVPUPKʸ OVPTUBUʸ 
LBJQQBUSBVLMBVTEBSCEBWJPWFSUJOJNPLMBVTJNZOBT  QPäJʷSJP TVWPLJNPJSKʸMPKBMVNPWFJLTOJʸQBäJOJ
LVSʛ TVEBSP  EJNFOTJKʸ TBOUZLJT TV UJFTJPHJOJV NVJÀJPTäJOJPTUBQTBVUFOUJÝLP ʛUJLJOBOʊJP QBUSBV
WBEPWV  UFJTJOHVNBT  QBTJUJLʐKJNBT  QBTJUFOLJOJ LJBOʊJP EʐNFTJP JS JÝTLJSJBOʊJP WFSUʐT QBTJʷMZNP 
NBTEBSCV EBSCPJSBTNFOJOJPHZWFOJNPCBMBOTBT  LVSʛ QSJJNT UJFL VOJWFSTJUFUP WJEJOʐT  UJFL JÝPSJOʐT
NPLZNBT JS VHEZNBT  NPLZNP BQMJOLB  BUMZHJT JS BVEJUPSJKPT QBHSJOEV
OBVEPT PSHBOJ[BDJKPTLVMUʷSB TUSBUFHJOJTWBMEZNBT  ,JUBNF FUBQF QMBOVPKBNB BUMJLUJ QJSNJOʒ SFT
EBSCPTʇMZHPT LPNBOEJOJTEBSCBT
JSKBTNBUVP QPOEFOUʸ BQLMBVTʇ  QP LVSJPT QBOBVEPKVT GBLUP
KBOUZT UFJHJOJBJ 5BJQ QBU TUBUJTUJÝLBJ TVLPOTUSVPUJ  SJOʐT BOBMJ[ʐT NFUPEVT  CVT QBHSʛTUBT LMBVTJNZOP
EBSCEBWJPQBUSBVLMVNPJOEFLTBJ FGFLUZWVNBT ÀJT ʛSBOLJT CVT OBVEPKBNBT UPMJBV UJ
ÀJVP UZSJNV ʛHZWFOEJOBNBT QJSNBTJT EBSCEB SJBOUVOJWFSTJUFUP LBJQQBUSBVLMBVTEBSCEBWJPBSCB 
WJPäFOLMPEBSPTWZTUZNPFUBQBT LVSJBNFLVSJBNBT LJUBJQ vWJFUPT LVSHFSBEJSCUJiQPUFODJBMʇJSGPSNV
WFSUʐT QBTJʷMZNBT FTBNJFNT JS QPUFODJBMJFNT EBS MVPKBOU QSJPSJUFUJOFT LSZQUJT  OVPTUBUBT JS UJLTMVT
CVPUPKBNT *EFOUJĕLVPUPT EJNFOTJKPT  EBSBOʊJPT TUSBUFHJOJBNFVOJWFSTJUFUPQMBOF

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