International employer brand management: a multilevel analysis of European students' preferences

The increasing globalisation of business activities forces companies to recruit highly skilled employees all over the world.

In order to attract these talents, employers have to differentiate themselves through a unique employer brand, appealing to diverse target audiences.

However, in the absence of research on international students' preferences for employer characteristics, it is difficult for multinational companies to decide on a feasible degree of employer brand standardisation.

Lena Christiaans investigates the impact of between-country differences, such as in national culture or economic wealth, on students' preferences in relation to individual differences of students within the same country.