| Abstract [eng] |
As the maritime sector undergoes rapid transformation driven by technological advancements, the growing global demand for qualified seafarers highlights a strategic challenge for maritime higher education institutions: attracting and retaining competent academic staff. The employer attractiveness of these institutions is a key factor in securing personnel who possess both pedagogical competencies and practical seafaring experience. While the concept of employer attractiveness has been explored in various fields, it remains under-researched in the context of maritime higher education. Research aim – to reveal the employer attractiveness of maritime higher education institutions. Research objectives: 1. To define the genesis, concept, and dimensions of employer attractiveness and compare them with related constructs. 2. To describe the employer attractiveness of maritime higher education institutions, with emphasis on “interwoven careers” and positive intentions. 3. To develop a methodology for assessing the employer attractiveness of maritime higher education institutions. 4. To identify the key factors influencing the employer attractiveness of these institutions. To understand what constitutes employer attractiveness in maritime higher education and how it relates to employee behavior, a systematic literature review was conducted. Based on this, eight dimensions of employer attractiveness were identified: economic, social, developmental, practical (applied), interest-related, academic freedom, psychological (emotional), and reputational. These dimensions provide a conceptual framework to assess how employees perceive the attractiveness of an institution and how it influences their intention to engage or remain within it. A theoretical model was developed linking perceived employer attractiveness with employees’ positive intentions toward the organization. The empirical part involved a quantitative survey using a structured questionnaire. The study included 224 respondents comprising academic personnel and seafarers. The data were analyzed using descriptive, rank-based, correlational, and regression analyses. Results revealed that academic employees rated employer attractiveness higher than seafarers, with reputational, psychological, and social dimensions emerging as most influential. Statistically significant differences were found in how attractiveness and positive intentions were evaluated across demographic and professional groups. Moreover, a strong and statistically significant relationship was established between perceived employer attractiveness and employees’ positive intentions toward the organization. The findings allow for the formulation of practical recommendations for maritime higher education institutions seeking to strengthen their employer brand, especially by addressing the needs and motivational drivers of different employee segments. |
