The factors impacting on organizational attractiveness and its impact on job pursuit intention in the logistics industry in Ho Chi Minh City

Abstract

Recently, logistics has a vital role in the economic section and Viet Nam in which Ho Chi Minh City has huge potential for the logistics industry. However, the human resource of the logistics industry faces a situation of both shortage and weakness (Vũ Đình Chuẩn, 2019). This research examines factors that impact organizational attractiveness (OA) and job pursuit intention (IT) to help the HR department choose the right applicant for logistics corporations. The study considers that to test these factors, such as early recruitment activities (ERA), employer brand knowledge (EBK) follows Kashive and Khanna (2017). Additionally, empirical studies evidently predicted that the person-organization fit (PO fit) significantly affect OA and IT (Brunner & Baum, 2020; Firfiray & Mayo, 2016). Moreover, word-of-mouth (WM) of ERA also successfully predicts that it is possible to impact OA in the logistics industry. The current study examined whether advertising affects OA, which is believed not to be popular in the logistics industry. Besides, the research also examines to what extent OA relates to IT. The participant of this study includes two groups of students and employees who were hypothesized to have the intent to pursue a job in the logistics industry, and the sample has different demographics profile such as age & gender. This study used a quantitative research approach by PLS-SEM analysis as it can be used with a small sample size. The study result supported almost all hypotheses predicting the relation of ERA, EBK to OA, and the impact of PO fit and OA on IT. However, the relation of one component of EBK (e.g., employer reputation) to OA was not found in this study, and PO fit was also not confirmed to be a driver of OA. Future research can further study the influence of demographics on OA and IT in logistics context and verify the validity of the measurement scale in this study with larger sample size and possibly to introduce new constructs into the model.