Fuzzy Prioritization of Factors Affecting Employer Branding for Employees

摘要

This study focuses on prioritizing the criteria which affect the employer branding. The literature review and assessment of the experts reveal certain factors pertaining to social, educational and professional aspects, as well as the family of the employee. These and other similar factors have an influence on the perception of employee about the employer branding and it is of great importance for the enterprises intending to keep qualified manpower to have a knowledge as to which one is more important for the enterprises and on the information intended for ranking the factors. Based on this point, the scope of this study addresses the issue of prioritizing the criteria just mentioned. In this paper, a solution approach based on Rough sets and Analytic Hierarchy Process (AHP) is proposed for prioritizing these factors.