Factors affecting employer branding of small and medium enterprises in Hanoi

Abstract

The study aims to identify and evaluate the influence of factors affecting employer branding of small and medium enterprises in Hanoi. The data was collected from 321 workers recruited in the last 5 years (coming from 95 small and medium enterprises in services and retails). The reliability of the measurement scale is verified by the Cronbach’s Alpha coefficient, the exploratory factor analysis (EFA) and regression analysis are used to find and evaluate the factors affecting employer branding of small and medium enterprises in Hanoi.