The Influence of Employer Branding on Organizational Attractiveness: The Mediating Roles of Organizational Image and Organizational Trust Among University Students in Taiwan

Author Information

Rehema Mayamiko Zimba, National Quemoy University, Taiwan
Fanny Anggelia, National Quemoy University, Taiwan
Grant Thomson Zimba, National Quemoy University, Taiwan
Priscilla Syelby Julieta, National Quemoy University, Taiwan
Yen Yu-Fang Yvonne, National Quemoy University, Taiwan

Abstract

As competition for talented employees intensifies, understanding how prospective applicants develop attraction toward employers has become increasingly important. Drawing on Signaling Theory and employer branding literature, this study examines the influence of employer branding on organizational attractiveness and investigates the serial mediating roles of organizational trust and organizational image during the pre-employment phase. A quantitative cross-sectional survey was conducted among 417 business administration students enrolled at universities in Taiwan using an internet-based convenience sampling approach. Data were analyzed using SPSS 27 and Hayes’ PROCESS Macro Model 6 with 5,000 bootstrap resamples and 95% confidence intervals. The results revealed a significant positive total effect of employer branding on organizational attractiveness (β = .489, p < .001). Employer branding also maintained a significant direct effect on organizational attractiveness (β = .190, p = .001), indicating partial mediation. Organizational trust (indirect effect = .100, 95% CI [.024, .180]) and organizational image (indirect effect = .121, 95% CI [.069, .177]) each significantly mediated the relationship. In addition, a significant serial mediation pathway was found through employer branding → organizational trust → organizational image → organizational attractiveness (indirect effect = .078, 95% CI [.044, .116]). These findings extend employer branding research by demonstrating that employer branding influences organizational attractiveness through a sequential psychological process in which employer branding first strengthens organizational trust, which subsequently enhances organizational image and ultimately increases organizational attractiveness. The study contributes to theory by integrating signaling and trust-based perspectives and provides practical guidance for organizations seeking to strengthen employer attractiveness in competitive labor markets.

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