Employer attractiveness, socio demographic variables, and personality traits: A cluster analysis of potential employees

Aim/purpose – This study explores the dimensions of employer attractiveness and its impact on segmenting potential employees based on their preferences. The research focuses on socio-demographic variables, personality traits, and critical aspects of em- ployer attractiveness to elucidate the factors influencing individuals’ inclination to align themselves with their employers. Design/methodology/approach – The research employs a non-probability sampling technique to collect data from undergraduate and postgraduate management and engi- neering students in Indore City, India. Data was collected through a structured question- naire covering socio-demographic details, perceptions of employer attractiveness, and personality traits. Factor analysis and cluster analysis were used to analyze the data. Findings – The study provides insights into understanding employer attractiveness and its components. Segmenting employees based on their preferences reveals how individu- als perceive different aspects of employers. By analyzing socio-demographic factors and personality traits in combination with employer attractiveness, the research offers a nu- anced perspective on the determinants of individuals’ preferences for employers. Research implications/limitations – This study’s findings are limited by the non-probability sampling technique and its focus on students in a specific geographic area, which may affect the generalizability of the results. Future research could include diverse demographic and geographic samples to validate the identified clusters. Despite these limitations, the study’s findings have practical implications for developing targeted employer branding strategies to enhance employer attractiveness and employee retention. Originality/value/contribution – This research contributes to the growing body of knowledge on employer attractiveness. It highlights the significance of effective em- ployer branding strategies for organizations striving to attract and retain top talent in a competitive labor market. Keywords: employer attractiveness, talent acquisition, retention, personality traits, em- ployer branding, segmentation. JEL Classification: L2, M1.