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Employer Attractiveness of Chinese, Indian and Russian Firms in Germany: Signaling Effects of HR Practices

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Abstract

In order to successfully operate and compete in developed markets, Chinese, Indian and Russian companies require essential resources. Particularly, attracting competent and highly qualified employees is crucial in order to gain comparative advantage. However, potential employees are not yet familiar with or reluctant toward companies from these countries. This study analyzes how attractive Chinese, Indian and Russian companies are perceived by potential employees in Germany. On the basis of signaling theory, it furthermore explores which human resource (HR) practices may enhance employer attractiveness. A survey was conducted among potential employees in Germany using a self-administered questionnaire that resulted in a total number of 726 respondents. The study shows that compensation and job security are the most important HR practices with regard to employer attractiveness. Significant differences among countries and industries are revealed.

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Acknowledgements

This study was partly funded by the Frisch Foundation and the Bavarian State Ministry of Education and Culture, Science and Arts, within the scope of the Bavarian Research Alliance For Change. Both the authors are very grateful for this valuable support.

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Authors and Affiliations

  1. Department of International Management, University of Erlangen-Nürnberg, Nürnberg, Germany

    Dirk Holtbrügge

  2. Department of International Management, University of Erlangen-Nürnberg, Nürnberg, Germany

    Heidi Kreppel

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  1. Dirk Holtbrügge
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Holtbrügge, D., Kreppel, H. Employer Attractiveness of Chinese, Indian and Russian Firms in Germany: Signaling Effects of HR Practices. Corp Reputation Rev 18, 223–242 (2015). https://doi.org/10.1057/crr.2015.12

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