| Resumo: | The shift from the compulsory military service to the voluntary professional regime changed the staffing paradigm for military institutions, that led to shortage of human resources to join their ranks. Building a positive employer brand became a critical asset to guarantee the attraction and retention of qualified personnel. Drawing from Lievens et al., (2005) model, this study tests with a sample of 173 young individuals that fulfil the requirements to apply for the Navy a sequentially mediated model between familiarity and employer attractiveness via organizational characteristics and brand personality. After testing for psychometric quality of the measures the indirect sequential effects were tested using Process. Some sequential mediations were found, namely for social, structure and travel and overall, findings suggest a robust mediation from Navy familiarity to Navy attractiveness through brand personality. Results are discussed at the light of the theory and suggestions made as regards leveraging attractiveness through employer branding.
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