Enpresen Kudeaketa Saila

• Seminario: Aplicaciones del análisis conjoint en la estimación de preferencias y la segmentación del mercado
• Ponente: Lorena Ronda González, Profesora Contratada Doctora, Universidad de Deusto
• Lugar: Sala de Seminarios de INARBE. También se retransmitirá via Zoom https://unavarra.zoom.us/j/91715177000

Se adjunta el principal artículo que va a utilizar, aunque también presentará algunos avances posteriores publicados o en curso.

Job choice decisions: understanding the role of nonnegotiable attributes and trade-offs in effective segmentation
 

Abstract

Purpose – This research draws upon decision-making theory to study job choice decisions. Past studies
measured job choice as a single-stage, compositional process addressing the weights and part-worth utilities of
a selected number of job and organizational attributes. However, the presence of noncompensatory attributes
and whether the utilities and weights attached to the attributes vary among applicants have not been
addressed. The authors posit that a conjoint analysis is an accurate methodological technique to explain job
choice and overcome these limitations.
Design/methodology/approach – Using a random sample of 571 participants, we conducted an adaptive
choice-based conjoint analysis to estimate the weighted utilities of eight employer attributes and a cluster
analysis to identify differences in preferences among employee profiles.
Findings – The results reveal that the use of the conjoint technique contributes to the literature in two ways.
First, the results demonstrate the relevance of nonnegotiable attributes in the design of job offers. The results
show that Salary, Flexibility and Ethics serve as cutoff points. Second, the results highlight the importance of
considering the latent preferences of applicants in crafting effective job offers and adequately segmenting job
applicants. More specifically, the following three groups are identified: Career-seeking applicants,
Sustainability-oriented applicants and Pragmatic applicants.
Practical implications – The managerial implications of this study are relevant for HR and employer brand
managers since a better understanding of the job-choice process and implementing a decompositional method
to understand applicants’ preferences could allow firms to provide more customized and relevant job offers to
employees of interest.
Originality/value – This study concludes that to implement efficient employer-attraction branding
strategies, employers should understand the attributes considered noncompensatory by their employee target
audience, promote the most valued/important attributes to ensure that job offers are customized to fit
employees’ underlying preferences, and devise trade-off strategies among compensatory attributes.
Keywords Employer attractiveness, Job choice, Adaptive choice-based conjoint, Job preferences