Employer attractiveness in air transport industry: Insights from fuzzy AHP

This study aims to present a framework for air transport companies to manage their employer brands more successfully and effectively in the competition for potential employees. Focusing on the emerging air transport industry in Türkiye, the study uses a fuzzy Analytical Hierarchy Process approach to determine the relative importance of key factors influencing employer attractiveness, which contribute to a company's attractiveness as an employer. It then assesses the attractiveness of air transport companies across six different categories using these weighted factors. First-time job seekers as potential employees of the air transport companies were carefully selected as participants based on their impending graduation and their familiarity with each air transport company included in the study. The two most effective factors among the five factors -Interest Value, Social Value, Economic Value, Development Value, and Application Value-were determined to be Development Value and Economic Value. The proposed framework provides an important managerial tool for air transport companies. Air transport companies can use this tool to develop strategies for increasing employer attractiveness by considering the importance first-time job seekers assign to the factors in the decision model and how those factors influence overall employer attractiveness.