Attractiveness of the Lithuanian Armed Forces as an employer: An empirical perspective from the military sector

Type of the article: Research ArticleAbstractNowadays, the challenge of increasing personnel retention by aligning organizational values with the expectations of active-duty soldiers remains relevant in the Lithuanian Armed Forces. Using the parallel mediation modeling method, this study focuses on the value of interest as a symbolic component of employer attractiveness, reflecting the perception of meaningful, intellectually engaging, and purposeful work. The research hypotheses are tested using a sample of 276 Lithuanian active-duty soldiers. The mediation effects are checked using PROCESS v3.5 and bootstrap 5000. The results show that the value of interest significantly predicts the perception of four main employer attributes: social, economic, developmental, and application values. The validated theoretical framework showed that symbolic perceptions shape several aspects of employer attractiveness. Furthermore, the study shows that developmental value and economic value significantly mediated the relationship between interest value and intention to continue serving, demonstrating that symbolic engagement alone is not sufficient, as soldiers are more likely to remain in service when clear career growth opportunities and adequate financial rewards reinforce such engagement. Conversely, social and applied values did not show a significant mediating effect, suggesting that they are less important in shaping long-term decisions about personnel retention in the military. Overall, the findings offer practical implications for employer branding and human resources strategies, highlighting the need to integrate both symbolic meaning and instrumental benefits to meet the evolving expectations of military personnel.AcknowledgmentWe acknowledge the General Jonas Žemaitis Military Academy of Lithuania for financial support in publishing this article.