The influence of employer brand, employer attractiveness, perceived credibility on students' application intention in the Ho Chi Minh City: the mediating role of corporate reputation

Abstract

Conquering new human resources and finding talent for the organization constantly attracts attention and research from experts. Faced with the growing scale and deepening integration, candidates have more and more options when applying. Therefore, attracting and finding the right personnel becomes an important issue that organizations are particularly concerned about. The research team has focused on building practical research on the application intentions of students preparing to graduate from Vietnamese universities, based on the foundation of previous studies on combined personnel. Qualitative and quantitative methods have been applied in the process of collecting and processing data from 271 students from different universities in Ho Chi Minh City. At the same time, the research team developed and tested the hypothesis, using SmartPLS4 software to process the data. The results of linear structural analysis (SEM) accepted 08 out of 10 proposed hypotheses. The study found that factors influence the intention to apply through the mediating role of brand reputation and employer attractiveness, with strong preference for employer brand. With these results, the research team has contributed to the development of detailed plans based on impact factors, supporting organizations to improve the attractiveness of young human resources.