When Song Mei Hui moved from b

When Song Mei Hui moved from being Vice President for HumanResources at Pierce & Pierce in Shanghai to her internationalassignment in New York, she was struck by the difference inperception of Pierce & Pierce as an employer in China and theUnited States. Pierce & Pierce in China stands for anattractive and popular place to work, as opposed to its image as anemployer in the United States, which was one of an unattractive,traditional, and uninspiring place of work. This difference inperception was bothering Song Mei Hui, because a strong andappealing ‘employer brand’ has the capacity to attract (and retain)talent as denoted by the number of university graduates aspiring towork for companies such as SAS, Google, Cisco, and the BostonConsulting Group.According to Song Mei Hui, the drivers of employerattractiveness have evolved into a complex and challenging set inthis day and age. Even though she believes that the success of theorganization itself is at the cornerstone of being an attractiveemployer (and Pierce & Pierce is flourishing indeed), she feelsthat a wide variety of factors contribute to being successful inattracting and retaining talent. “For many employees, being a partof a profitable, thriving corporation is a reward on its own,” shesays. “However, this is obviously not enough. Opportunities forempowerment, a feeling of achievement, a substantial compensationpackage, and a culture of grooming and development also play amajor role in the decision making process of today’s youngprofessionals. Job candidates are looking for a career, and notjust for a job.”Song Mei Hui has hired a graduate student inmanagement, Timothy Brice, to develop and test a model of employerattraction. The results of Timothy’s study should help Pierce &Pierce to become more popular as an employer in the United Statesand hence to attract and retain talented young professionals.Timothy has conducted a literature review and in-depth interviewswith graduate students and young professionals who have juststarted their careers in order to establish the drivers of employerattractiveness. Based on the results of the literature review andthe qualitative study, he has developed the following model. heeffect of Brand Image on Employer attraction Employer brand imagecan be defined as the potential applicants’ perceptions ofinstrumental and symbolic attributes of an organization (cf.Backhaus and Tikoo, 2004; Lievens and Highhouse, 2003; Lievens,2007; Martin, Beaumont, Doig and Pate, 2005). The instrumentaldimension includes tangible attributes related to the job and/orthe organization such as ‘job opportunities’, whereas the symbolicdimension includes (the perception of) intangible attributes of anemployer (as if it were a person) such as ‘sincerity’ and ‘beingexciting’. Both instrumental and symbolic attributes have beenfound to affect applicant attraction to an employer (Backhaus andTikoo, 2004; Cable and Turban, 2001; Turban and Greening, 1997).Therefore, the following hypotheses are proposed:H1a: The morepositive the perception of instrumental attributes of an employer,the stronger applicant attraction to the organization. H1b: Themore positive the perception of symbolic attributes of an employer,the stronger applicant attraction to the organization. Feelings ofsignificant others.If significant others in someone‘s surrounding(e.g., family and friends) tell this person that a company is amuch better employer than other employers, someone’s level ofattraction to Instrumental attributes:-Workplace atmosphere-Jobopportunities-Industry characteristicsEmployer attractionSymbolicattributes:-Excitement-Sincerity-PrestigeSubjective norms thatparticular organization will grow. It is generally recognized thatpotential applicants often consult other people (e.g., family,friends, and/or acquaintances) about jobs and organizations(e.g.,Van Hoye and Lievens, 2007)”. What’s more, Turban (2001) found thatuniversity personnel’s beliefs about organizations affect students’attraction to that organization. Kilduff (1990) also found that inthe early stages of job search, college students are heavilyinfluenced by the beliefs of their friends and classmates. Thesefindings all point at the relevance of social influences topotential applicants in influencing the level of employerattraction. Hence, the following hypothesis is proposed: H2: Themore positive significant others are about an organization, thestronger applicant attraction to the organization. To test thesehypotheses, Timothy has undertaken a quantitative field study. Hehas collected data using a questionnaire measuring the variables inhis model and a couple of respondent characteristics such as age,gender, and level of education with closed-ended questions.

Suppose that multicollinearty is a problem in this study. Whatcan Timothy do about it?

Do you expect that multicollinearty is a problem? Explain


Discuss the following statement: “One of the most importantissues in regression analysis concerns model specification (thedetermination of which independent variables should be included inor excluded from a regression equation).

The given statement indicates that the theoretical considerationin place of empirical or methodological considerations should bethe main basis on which the specification of a regression modeldepends. A multiple regression model can be seen as a theoreticalstatement which reflects the casual relationship which existsbetween one or more independent variables and the correspondingindependent variable.

We can state that the regression analysis consists of threedifferent stages which are given as below:-

Mode specification

Model parameter estimation

Parameter interpretation

The most important stage is the specification and the accuratespecification will determine that estimation and interpretation ofthe parameters. When there is a misspecified model, we can facesome kind of difficulties.

b. Do you like Timothy’s model? Is it, for example, in line withSong Mei Hui’s ideas?

In my opinion, Timothy’s model can be seen as the correct methodfor the research. We can state that a conceptual model can be seenas a right manner of depicting the certain concept or thecombination of concepts which can be used by the individuals o havethe better understanding of the subject model. The relationshipbetween the flow and the factors of the data or process can berepresented by the conceptual models.

In the case study given here, the tools and standard deviationsof the variables are presented by Timothy along with the multipleregression analysis results which were mainly performed to evaluatethe hypothesis. In order to measure the model variables, aquestionnaire was used by him.

The main idea of Song Mei Hui was that most of the universitygraduates who are willing to work for a new upcoming corporationwill be attracted by the strong and appealing brand.

What’s the difference between simple regression analysis andmultiple regression analysis?

If we look at the simple regression analysis and multipleregression analysis, we will find that there is only singledependent variable but in the cases where a single independentvariable is used to estimate the dependent variable’s value, it canbe seen as the most basic regression analysis. The multipleregression analysis is nothing but the detailed and extensive formof a simple regression analysis and it is mainly employed when twoor more independent variables are employed in order to estimate thedependent variable. The total number of independent variable mainlydifferentiate the simple regression analysis and multipleregression analysis

Why can’t Timothy run a series of simple regressions (forinstance three or seven) to test the hypotheses of his study?

In order to test the study hypothesize there was more than onevariable in case of Timothy’s study. The simple regression ismainly the regression analysis in which one variable is used topredict the change in the other dependent variable. His mainobjective was to predict the value of the dependent variable whichis dependent on the two or more independent variables. There willbe the requirement of many respondents so that he can generalizethe outcomes on the university students. This will provide betterand more precise results from the statistics and the regressionanalysis.

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