Employer Value Propositions for Different Target Groups and Organizational Types in the Public Sector: Theory and Evidence From Field Experiments

被引：4

作者：

Keppeler, Florian ^{[1
]}

Papenfuss, Ulf ^{[2
]}

机构：

[1] Aarhus Univ, Dept Polit Sci, Crown Prince Frederik Ctr Publ Leadership, Aarhus, Denmark

[2] Zeppelin Univ, Publ Management & Publ Policy, Friedrichshafen, Germany

来源：

REVIEW OF PUBLIC PERSONNEL ADMINISTRATION | 2023年 / 43卷 / 04期

关键词：

employer value propositions; public values theory; publicness; recruitment; social media field experiments; JOB ADVERTISEMENTS; GENDER-DIFFERENCES; SIGNALING THEORY; SERVICE; PREFERENCES; RECRUITMENT; PERFORMANCE; MOTIVATION; ATTRACTION; INCENTIVES;

D O I：

10.1177/0734371X221121050

中图分类号：

C93 [管理学]; D035 [国家行政管理]; D523 [行政管理]; D63 [国家行政管理];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ; 1204 ; 120401 ;

摘要：

Public employers struggle with recruiting talents and labor market competition. Research on the understudied topic of employer branding can help address this challenge. This study presents five large-scale, pre-registered field experiments (n = 155,634) aimed at increasing the number of individuals initially interested in a job at a public employer. In social media ads, public sector values served as signaled employer value propositions (EVPs). The results show the importance of target groups and points of difference related to public employers' organizational type. Significantly fewer women show interest in a job, and for a municipal administration, a fair pay EVP has a negative effect. This study enhances the understanding of potential recruits' environment- and self-processing, bridges EVPs with public values theory, and provides a missing theoretical link between publicness and recruitment. It shows the importance of testing common assumptions about what works in recruitment in field studies with high external validity.

引用

页码：701 / 726

页数：26