Jasmina Ognjanović

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The employer brand is seen as part of the intangible assets of a hotel that provides economic, functional, and psychological benefits to current and potential employees. This paper aims to identify and examine the influence of EBA on potential employees in the hotel industry. The study analyses the relationship between the dimensions of employer brand attractiveness and the decisions of potential employees - intent to join hotels and future behaviour. The sample includes 203 final year bachelor’s students and master’s students in the Hotel management course. The results reveal a positive effect of the dimensions of employer brand attractiveness (compensation and benefits, management value, and development and training) on intent to join. Also, the results reveal the effect of the dimensions (work/life balance, compensation and benefits, and development and training) on the future behaviour of potential employees.  


employer brand, hotel, potential employees, intent to join, future behaviour.

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