Employer Branding Based on Job Pursuit Attraction: Constructure and Measurement

The study constructed a model and measurement on External Employer Branding based on job pursuit attraction, by an exploratory factor analysis with 110 participants of MBA students and a confirmative factor analysis with 225 participants of MBA students. We constructed 8 dimensions of instrumental attributes with 28 items and 6 symbolic attributes with 25 items. The questionnaire showed good constructive validity and reliability.