ABSTRACT
The war on talent has increased over recent years, especially so post-pandemic. This research looks into employer attractiveness to potential applicants with a particular focus on workplace authenticity. The research aims to explore how this dimension compares to other factors of attractiveness such as a good salary, personal development, an exciting working environment, or an interesting job. The findings clearly indicate that workplace authenticity is highly appreciated by women, top management, and seniors, who particularly place a high emphasis on this. The findings enable companies to adapt and re-adjust their employer branding strategies.
