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Attracting and retaining talented employees and gaining competitive advantage are important for organizations around the world. This study identifies and operationalizes the components of employer attractiveness from the perspective of potential employees. The study tests the employer attractiveness scale (EmpAt) by identifying the attractiveness dimensions of an employer brand among business students in the Czech Republic through exploratory factor analysis. We also search for similarities and differences among employer attractiveness dimensions through a cross-cultural comparison based on the results of previous studies. Businesses in today’s globalised world need to attract potential employees globally and determine whether it would be better to use one corporate strategy or to customize their employer brand according to the cultural differences between countries. National, cultural, and gender differences are also investigated. The findings show factors that business students give the highest importance to when searching for an employer and that the factor’s importance is influenced by gender. The findings of this study can be used to track the perceptions of current job applicants about the company and to appeal to “suitable target audiences” – potential employees. The results can be used by HR experts and practitioners in formulating and executing their communication and recruitment strategies.

Having the image of an attractive employer allows organization hire the most talented employees. To win in this 'war for talents', it is necessary for organizations to build their employer brand. Ideally, branding should be perceived as a comprehensive recruiting strategy that positions a company in an attractive way and keeps it top of the mind for potential candidates. Potential candidates, in this case the Millennials, will make up a large share of the global workforce by the year 2020. Millennials are a specific social group due to several characteristics and expectations different from the previous generations, which means that companies cannot use the same strategies that have been in use so far. Considering the fact that the Generation Y has grown up with the Internet, firms should also develop their communications on the web. The goal of this research study was to find out whether organizations build an image of an attractive employer for potential employees of the Generation Y and to what extent companies can attract Millennials. To identify the most attractive companies for the generation in question, cluster analysis was used. The outcomes of this study can be used by companies to increase their attractiveness among talented young people looking for jobs.

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In recent years, social media have changed online communication. People share their views on individual companies as well as reviews of various products, and actively engage in discussions. Communication that spreads in this way is referred to as eWOM. The question is how important eWOM on social media can be for companies and what we can conclude based on eWOM. This research study aims to evaluate the signifi cance of eWOM for companies in terms of the connection between eWOM and stock prices. Further, we explore the impact of eWOM on company website traffi c. The research was conducted using a sample of 1,420,000 posts on social media sites mentioning companies that make up the components of the US30 stock market index. The results show that companies in the B2C segment with a higher share of positive posts compared to negative ones have seen a greater increase in stock prices. However, posts on social media mentioning companies in the B2B segment are not connected to the movement of stock prices of these companies. The research also revealed that 3 % of the total traffi c on companies' websites comes from social media sites. Based on the fi ndings of the research, we can consider eWOM to be of major signifi cance for companies in the B2C segment. These conclusions can be useful in predicting stock prices of particular companies on stock markets based on eWOM.

This paper presents a research study detailing the procedure and results of experimental eye-tracking research to evaluate employers' career websites. The objective of this research was to gain an insight into Generation Y's perspective on the career websites of prospective employers. The objective was developed into several research questions and hypotheses. The eye-tracking research method was used to test the websites. The eye-tracking tests were supplemented by an in-depth interview and a standardised questionnaire with the aim of acquiring the respondents' subjective views and preferences. The research study contributes to an understanding of how prospective employees from Generation Y view the career websites of employers and the importance of the elements presented on them; it allowed factors that affect the perceived attractiveness of career websites to be identified and provided information as to what Millennials liked the most/least about the organisations' career websites and what would be advisable to change in order for the career websites to better serve their purpose. Based on the research findings, recommendations were made for creating attractive career websites for job seekers from Generation Y.