The Construction of an Employer Branding Model and Its Measurement

The study explored the definition of employer branding in China socio-economic context. It constructed a model of employer branding and a questionnaire as measurement, by an exploratory factor analysis and a confirmatory factor analysis. We constructed 8 dimensions of instrumental attributes with 28 items and 6 symbolic attributes with 22 items. Its constructive validity and reliability was tested, showing the questionnaire well designed.