Employer Branding, Scale Development and Validation: From the Context of Vietnam

The concept of ‘Employer branding’ (EB) - one effective and sustainable strategy to attract and retain talent - has received a lot of attention from researchers and business managers. This concept becomes more meaningful when the ‘war of talent’ takes place in an extremely fierce manner in Vietnam as well as around the world. However, this concept is rather new; as a result, many points related to ‘EB’ scales should be improved, especially in Vietnamese context. Therefore, this study focuses on developing and confirming the EB scale in the context of Vietnam. Based on EB theory, this research applies the mixed research method: qualitative methods (expert interview and group discussion) and quantitative method (questionnaire survey of 937 respondents). EB is demonstrated to be a quadratic concept, consisting of the following 10 dimensions: Corporate social responsibility (CSR), Promotion (PRO), Work-Life Balance Satisfaction (WLSA), Education (EDU), Behavior-based Family interference with work (WLBE), Travel opportunities (TRA), Time-based work interference with family (WLTI), Teamwork (GRO), Supporting (SUP), and Strain-based family interference with work (WLST) with 58 observed variables. Based on the survey towards the employees in enterprises and organizations in Vietnam, the analysis results affirm that this scale ensures efficiency, reliability, unidirectionality and convergent values.