The influence of symbolic and instrumental attributes of employer image on perceived industry attractiveness: differences between business owners and employees

Abstract

PurposeThis study determines the influence of employer image on industry attractiveness in small and medium-sized hospitality firms by using the instrumental-symbolic framework adapted from marketing literature.Design/methodology/approachA total of 405 employees and 429 family firm owners in Bavaria were surveyed using a quantitative research design. The authors used linear and hierarchical multiple regression analyses for hypothesis testing using the variables included in the instrumental-symbolic employer image framework.FindingsThe study revealed differences in perception between employees and owners. Data showed that employees' ratings for instrumental attributes, such as job security and income options, and symbolic attributes, such as industry attractiveness, significantly differ from those of owners. Consistent with the instrumental-symbolic framework, owners' perceptions of symbolic attributes predicted their perceived industry attractiveness.Practical implicationsOwners may examine how their industry's image needs to be changed to gain positive perception by current and potential employees. Policymakers may benefit from the study’s results that may help them find the right focal points for strategies in promoting Bavaria's hospitality sector. As a result, an adequate and positive image is created that attracts workers for this sector.Originality/valueThe study addresses the rather under-researched stakeholder group of existing hospitality employees, particularly with respect to employer image. Furthermore, owners and employees are compared, regardless of their individually different relationships to the business. Employer image is connected with overall perceived industry attractiveness, stating that the industry comprises individual employing businesses and thus depends on employer image.

Antecedents of labor shortage in the rural hospitality industry: a comparative study of employees and employers

“…The descriptive analysis reveals that many of the image-variables mentioned do not provide relevant differences in perceptions between employees and employers. Employees, on average, rate the image slightly lower, which complements the findings of a similar study conducted for the hospitality industry in Bavaria, Germany (Schwaiger et al , 2021).…”

“…If a company's image attributes meet the expectations of potential employees, they may consider the company as a potential employer (Highhouse et al, 2003). However, the instrumental-symbolic framework has been applied during recruitment processes from the perspective of potential rather than current employees (Schwaiger et al, 2021). Thus, the following is proposed:…”

“…Existing research has examined the impact of various factors on the attractiveness of organizations as potential employers (Ehrhart and Ziegert, 2005; Hoppe et al , 2021; Renaud et al , 2016). The instrumental-symbolic framework can be used to classify these factors (Hoppe et al , 2021; Kumari and Saini, 2018; Schwaiger et al , 2021).…”

“…These perceptions influence individuals' employment decisions in specific sectors or companies (Ghielen et al, 2021). Lievens and Highhouse's (2003) instrumental-symbolic framework was introduced to portray the core components of employer brands from the perspective of employees and job seekers (Kumari and Saini, 2018;Lievens et al, 2005;Schwaiger et al, 2021;Van Hoye and Saks, 2011). The framework is based on the basic premise of marketing literature; that people associate brands with symbolic meanings and specific objective functions (Aaker, 1997;Keller, 1993).…”

Citizenship fatigue and psychological ownership among employees in family hotels: moderating effect of family management

“…Globally, family businesses are unique and economically viable business entities (Neubauer and Lank, 2016) with much superior performance and growth compared to non-family businesses (Miroshnychenko et al , 2021). In the hospitality industry, family-owned small and medium enterprises are dominant (Schwaiger et al , 2021), and they represent the most organised and largest economic entity in Ghana (Appaw-Agbola et al , 2021) and contribute significantly to the growth of gross domestic product and employment (Gyamfi et al , 2020). Accordingly, research into family business across different sectors on varied subjects continues to receive significant scholarly attention.…”