研究成果

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Soft Power and Applicant Attraction to Prospective Employers

Fabian Jintae Froese(*)
Korea University
&
Yasuyuki Kishi
University of Tokyo
Manufacturing Management Research Center

*Corresponding author
[464KB]

Attracting highly qualified talent is a crucial activity for the success of organizations. We hypothesized that soft power of countries or regions, i.e. political influence and media exposure, are related with applicant attraction to prospective employers. Survey results of more than 2,200 respondents from Korea, China, Vietnam, Thailand, the Philippines, and Singapore show that applicant attraction varies across countries and depending on the country-of-origin of the prospective employer. Regression results indicate that soft power predicts applicant attraction to Japanese or Western organizations suggesting the importance of soft power in international business.

applicant attraction, Asia, image theory, Japan, recruiting, soft power