Effect of Personality Dimensions on Feeling, Trust and Attractiveness in the Employer Brand

The purpose of this research is to investigate the effect of personality dimensions on the feeling, trust and attractiveness of the employer brand. This research is applicable in terms of purpose and descriptive correlation in terms of data gathering method. The population includes 13000 students of University of Mohaghegh Ardebil and 147 employees of the Oil & Natural Gas Company in Ardabil. Accordingly 410 people were selected using convenience sampling method on the basis of Morgan table. Employer brand personality dimensions measured with use of Lewins et al. (2005) model, feel and trust of employer brand measured with use of Chowdory and Holbrooke (2001) and Braucos (2009) models, employer brand attractiveness measured with use of Rampl and Kinging (2012) model. Data analysis was performed using structural equation model method with partial least squares approach and Smart PLS2 software. The results showed that there is a significant positive relationship between personality dimensions with feeling and trust in the employer brand. Also, a significant positive relationship was found between feel and trust with attractiveness in the employer brand. Moreover, the type of population (employees or students) affect relationship between personality traits with feeling and trust in the employer brand, but there was no significant difference in relationship between feeling and trust with attractiveness in the employer brand.