Employer Attractiveness: Two Instruments to Measure Employer Branding and Reputation

The external purpose of Employer Branding is attraction, that is, the brand’s capability to be preferred its competitors through attractiveness and reputation. This study aims (1) propose Italian adaptation Attractiveness scale (EmpAt scale) in “real” version; (2) a tool evaluate employer reputation; (3) measure convergent predictive validity these two measures. An online survey was administered sample convenience ( N = 407; 56% were women). results exploratory confirmatory factor analyses are presented for both scales, including correlations regression demonstrate reliability validity. Organizations could use tools perform preliminary improve their branding, being aware own image’s strengths areas improvement, thus differentiating themselves from competitors.