The Impact of Employer Brand Image on Person-Organization Fit and the Moderating Effect of Applicants' Reaction to the Selection Process Among Self-Initiated Expatriates

Abstract

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Employer brand image and the organization’s recruitment and selection process are known as ways of transmitting important information about the organization, such as its values and characteristics. This conveyed information will, in turn, influences applicants’ perception of fit. Therefore, this study aimed to investigate the relationship between employer brand image and perceived person-organization fit, and the moderating effect of applicants’ reaction to the selection process. A quantitative approach was adopted, and data was collected through online questionnaires. Convenience and snowball sampling techniques were adopted, and the sample size was 226 self-initiated expatriates, currently employed. IBM SPSS 23 and SPSS AMOS 20 were used for data analysis. The findings of this study demonstrated that a positive employer brand image positively impacted applicants’ perception of PO fit, however applicants’ reaction to the selection process did not strengthen this initial relationship. This study should advance the theoretical knowledge on social identity theory and signaling theory, as well as have practical implications for both SIEs and organizations.