How much does an employers attractiveness matter to youth employment? Evidence from a developing country

Buitek E. Kaliyeva S.A. Turginbayeva A.N. Meldakhanova M.K. Shaikh A.A.
2 January 2025 Emerald Publishing

Asia-Pacific Journal of Business Administration
2025 #17 Issue 1 258 - 283 pp.

Purpose: Drawing on the contemporary literature and the theory of employer attractiveness, the authors aimed to examine key antecedents and consequences of employer attractiveness by proposing functional hypotheses and relationships between some endogenous variables. Design/methodology/approach: Using the quota-cum-purposive sampling method, the unit of analysis selected for this study was millennials aged 18–35 years and working in the hospitality, travel, tourism and leisure (HTTL) sectors for the last two years. A total of 218 responses were collected in three months (June–August 2022). The data were analysed using partial least squares structural equation modelling (PLS-SEM). Findings: For young employees, company recruitment behaviour, company image and source credibility are significantly and directly related to company attractiveness. The relationship between company image and employee word of mouth (WOM) was significantly positive. Company recruitment behaviour was found to significantly influence employee commitment. Company attractiveness was found to be directly related to young employees WOM about the company and commitment to it. Originality/value: The study establishes the significance of company attractiveness because a companys success largely depends on the companys ability to attract and retain a talented and skilled workforce. Moreover, the present study provides much-needed insights to policymakers and regulators that can help the policymakers define and implement favourable policies to promote and protect the countrys job market and offer directions to youth employment.

Commitment , Company attractiveness , Company image , Word of mouth , Youth employment

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Institute of Economics of the Science Committee of the Ministry of Science and Higher Education of the Republic of Kazakhstan, Almaty, Kazakhstan
Department of Management, Al-Farabi Kazakh National University, Almaty, Kazakhstan
Department of Marketing, Jyvaskylan Yliopisto, Jyvaskyla, Finland

Institute of Economics of the Science Committee of the Ministry of Science and Higher Education of the Republic of Kazakhstan
Department of Management
Department of Marketing

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