Understanding the Factors That Influence Brand-Image of a Business School Brand: a Recruiter Prospective

EasyChair Preprint 1340

Abstract

This research paper studies the factors that influence recruiters’ decision making about potential employees due to brand-images of business school brands. It employs a descriptive literature design to list the impact of brand image on recruiters’ decision-making processes, the impact of alumni on the perception of recruiters, and the impact university ranking has on the recruitment and selection of business school students as employees during recruitment drives by recruiters. As such, it evaluates the factors that recruiters look for in a business school brands, the weight of these factors and then how the institutions’ alumni affect the recruiters’ decisions. The paper synthesised some of the factors through extensive literature review that effect recruiters’ decision-making. iIt has become essential for all organizations to brand themselves in the spat of competition being experienced globally; thus, becoming a need for business schools too to create brand-images. The research paper briefly describes some of the literatures; from the impact of brand image on recruiters’ decision-making process, the impact of alumni on the perception of recruiters, and the impact of university rankings on recruitment and selection processes. It employs inductive and deductive research approaches to evaluate the data from the literatures and draw conclusions from it. The major limitation of the study is its heavy reliance on the conduced literature review. The credibility of the study could have been enhanced by adding data obtained during the interviews.

Keyphrases: Brand Image, Business School, Recruiters, factors effecting recruiter decisions, perception

@booklet{EasyChair:1340,
  author    = {Srinivas Kavuri and Abdul Hafeez-Baig and Raj Gururajan and Dinakar Bhotta},
  title     = {Understanding the Factors That Influence Brand-Image of a Business School Brand: a Recruiter Prospective},
  howpublished = {EasyChair Preprint 1340},
  year      = {EasyChair, 2019}}