ความน่าดึงดูดใจของแบรนด์นายจ้างที่มีผลต่อความตั้งใจของเจเนอเรชันวาย ในการอยู่เพื่อทำงานกับบริษัทพัฒนาซอฟต์แวร์

Abstract

This independent research aims to study the Employer Brand Attractiveness Affecting Generation Y Intention to Stay with Software Development Companies using online questionnaires as a tool to collect data from Generation Y employees working at a software development company during December 2021 – February 2022, 404 cases were selected using a non-probabilistic method. with a convenient method (Convenience Sampling) from people working in the role of software development in software development companies When analyzing the preliminary data by using descriptive statistics consisting of frequency, percentage, mean and standard deviation and using multiple regression analysis statistics for analyze the relationship between employer brand attractiveness and generation Y intentions. The results of the study revealed that most of the respondents were female. Age in the range of 31-36 years, most of them are single. Have an education level in the bachelor's degree have average income 15,001 - 45,000 baht, working as a Programmer & Developer with 1-3 years of work experience. The respondents have a high level of perception of employer brand communication in the part of the Employer Brand Attractiveness Affecting Generation Y Intention to Stay with Software Development Companies, there is an intent to stay with a company at influence level. The result of multiple regression analysis statistics found that Corporate brand image (Internal) Value and Innovative product and location Value are elements that appeal to Generation Y's intent to stay with software development companies. The result of multiple regression analysis statistics group by males found that Corporate brand image (Internal) Value Development and Economic Value and Innovative product and location Value are elements that appeal to Generation Y's intent to stay with software development companies. The result of multiple regression analysis statistics group by females found that Corporate brand image (Internal) Value Development and Economic Value and Employer Brand and New innovation Value are elements that appeal to Generation Y's intent to stay with software development companies. The result of multiple regression analysis statistics group by Work experiences less than 3 years found that Corporate brand image (Internal) Value is element that appeal to Generation Y's intent to stay with software development companies. The result of multiple regression analysis statistics group by Work experiences greater than 3 years found that Corporate brand image (Internal) Value and Innovative product and location are elements that appeal to Generation Y's intent to stay with software development companies. The result of multiple regression analysis statistics group by Age 25 - 30 years found that Corporate brand image (Internal) Value is element that appeal to Generation Y's intent to stay with software development companies. The result of multiple regression analysis statistics group by Age 31 - 36 years found that Corporate brand image (Internal) Value is element that appeal to Generation Y's intent to stay with software development companies. The result of multiple regression analysis statistics group by Age 37 - 42 years found that Corporate brand image (Internal) Value is element that appeal to Generation Y's intent to stay with software development companies.