Elevating the employer brand: a quantitative investigation into the impact of cultural intelligence on employer attractiveness - measuring the impact of sociodemographic factors on employer attractiveness

Abstract

Considering today's increasingly globalized and culturally diverse job market, this thesis investigates the role of cultural intelligence (CQ) in shaping employer attractiveness. Addressing the unexplored linkage between CQ and employer appeal, the study initially establishes a foundation linking CQ and employer attractiveness. Employing a quantitative survey, it examines the influence of sociodemographic factors on CQ levels, preferences for employer attributes, and their interrelation. The findings provide crucial insights for companies aiming to enhance employer branding, revealing the significant impact of CQ on attracting and retaining a culturally adept workforce.