Samenvatting

Due to labour shortages it is a challenge to find skilled employees and many companies struggle to retain employees because of competing employers. In the Netherlands there are many international students and graduates who leave after receiving their degree. Therefore, this research aims to advise Dutch companies within the private sector on how to improve their employer branding to retain the international students and graduates in the Netherlands as an employee.
The research focusses on the international graduates and students in the Netherlands with a business related study. Desk research and quantitative and qualitative field research were conducted for this research. For the desk research, theories on employer branding were gathered and the theories of Geert Hofstede were analysed. Further, data of Universum was used, which was conducted among international students and graduates seeking for employment in the business sector. Moreover, for the quantitative field research, a questionnaire was held among 72 respondents with a non-response of 201 to find out what the preferences are of students and graduates when seeking employment. The qualitative field research exists of four interviews were held among employees of four companies that are in the top 50 of best rated Dutch employer for business-related positions.
The desk and field research were analysed and compared and concluded the following. Employers must take contractual, experiential and emotional factors into consideration to increase their value of employer branding in order to retain international business graduates. These factors exist out of: compensation through money and benefits, a good work-life balance, good future career options, secure employment, and an inspiring core purpose.
The main recommendation for employers is to use the advisory framework and to do further research.