The Dimensions Employer Branding - Report Writing - Management Assignment Help

Assignment Task:

• The importance of the research (ie why are you doing this project? Why is it important to you? What will it contribute to theory and to practice? Who will it help?)

There is little research available on the relationship between employer retention and employer branding. Thus, the topic has not been explored properly so far. This highlights the need for further research to be conducted on this topic, as there is limited existing literature available on the relationship between employer branding and employer retention.

Moreover, in today’s changing scenario of competition and tech savvy era where traditional skills are replaced by more modern practices, it is important to change with time and equip with desired skills. Henceforth, employer branding can be used to nurture the organization’s skills and competencies.

Parent Theories includes Social exchange theory (provides the basis for proving the fact that in cases where an employer or and enterprise offers its employees value, proposition will result in higher levels of employee loyalty and faithfulness. This is directly related to the preservation of an organization’s reputation, its future and its optimistic image, because of this social exchange between employer and employees, proving it to be a two-way thing.) and Reciprocity theory (if the enterprise (management) provides its employees with values, the employees will be morally bound to stay highly motivated and loyal to the firm, proving it to be a mutual process. Reaction to such organizational (management) actions improves the employee retention levels within the firm.

Employer branding helps in improving the recruitment of an organization, which helps to reduce recruitment costs.

It is essential that while developing a positive employer brand in organizations, managers should understand the importance of certain factors which play an important role in attracting possible employees to the firm (Alniacik et al. 2014).

• Research question (s)

Aim: To explore the dimensions employer branding with employee’s intention to apply for job and employee retention strategies taken up by the organisation to retain the talent both in UK and India. 

Hypothesis-

H1- work environment has a positive and a significant relationship with intention to apply for job

H2- compensation and benefit has a positive and a significant relationship with intention to apply for job

H3- corporate reputation has a positive and a significant relationship with intention to apply for job 

H4- Corporate vision and leadership has a positive and a significant relationship with intention to apply for job 

H5- corporate social and responsibility has a positive and a significant relationship with intention to apply for job

Further for retention strategies, a telephonic interview shall be conducted with the employees in the area of career growth, compensation and benefits, employer employee relations, positive work environment, work life balance.

• Who your intended participants are and how you are going to recruit them.

The survey will be consucted with a questionnaire that will include some demographic questions and the 'employer branding' scale developed by Berthon et al. (2005). 

A convenience sampling of approximate 86 participants will take place in the same organisation of both UK and India and later results shall be compared in the context of culture.

Data will be collected by an online questionnaire or google forms; E-mail messages for containing the web-link of the online questionnaire will initially be sent to a small convenience sample. Upon completing the questionnaire, the respondents will be asked to share the web link with their friends by e-mail or social networks (snowball technique).

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