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Nupur Jain

5013609072
IV sem B- 34
EMPLOYER BRAND
“An Employer Brand is about capturing the essence of the
Company in a way that it engages employees.

It is who you are as an employer.

It conveys your ‘value proposition’- the totality of your culture,


systems, attitudes and employee relationships.

And it encourages your people to embrace and further shared


goals- success, productivity and satisfaction- on a personal and
professional level.”
By - Christine Johnson,
Director of Employee Communication
ATTRACTION OF OFFER PROSPECTIVE
APPROPRIATE TALENT CANDIDATES TANGIBLE
BENEFITS BASED ON EVIDENCE

DEVELOP AN
EMOTIONAL LINK

MOTIVATION OF
ACQIURED
TALENT

RETENTION OF TALENT
OBJECTIVES OF THE STUDY
Primary –
• To study the role of Employer branding as an HR tool at various
organizations.
Secondary –
To investigate the effect of Employer’s Brand on attracting
employees towards its organization.
To know how Employer Branding helps in Retention of
employees in an organization.
To explore different factors that contribute in making an
organization’s Employer Brand.
RESEARCH METHODOLOGY
Research Design Descriptive
Research Approach General Survey
Sampling Size 60
Sampling Technique Convenient
Sampling Area Private Banks of Bhilai Region
Data Collection Method Primary data – Questionnaire (closed
ended)
Secondary data – Internet, Magazines,
research papers
Data Representation Through Bar Graphs

Statistical Tool applied Chi – Square Test


Hypothesis Set:-
(H10):There is no significant association of Employer Brand image with Employee’s
satisfaction

(H11): There is a significant association of Employer Brand image with Employee’s


satisfaction

(H20): There is no significant difference between factors available to make Employer


Brand at different organisation

(H21): There is a significant difference between factors available to make Employer


Brand at different organisation

(H30): There is no significant effect of Employer Brand on Employee Retention


(H31): There is no significant effect of Employer Brand on Employee Retention
Q1. Are you satisfied working Q2. Does satisfaction of working
with your organization? employees attract potential
employees toward an
organization?
Organization do
Organization
not Attract
Attract Potential Total
Potential
employees
employees
Satisfied Employees 36 6 42

Unsatisfied Employees 14 4 18

Total 50 10 60

Calculated Value, χ2 = 0.5714,


Degree Of Freedom, d.o.f = 1
Tabulated Value, χ2 = 0.455 (5% level)

Since, the calculated value i.e. 0.5714 > the tabulated value i.e. 0.455

So, Null hypothesis is incorrect and Alternative hypothesis is accepted.


Hence, “There is significant association of Employer Brand image with Employee’s
satisfaction”
Q3. Is your organization aware of Q4. What are factor which attract
factors attracts to the potential most potential employees towards
employees? your organization?
Career
Compensatio Corporate Comfortable
growt TOTAL
n & benefits culture work Envt.
h
YES 10 9 11 8 39

NO 4 11 5 2 21
TOTAL 14 20 16 10 60

Calculated Value, χ2 = 6.435


Degree Of Freedom, d.o.f = 3
Tabulated Value, χ2 = 2.366 (5% level)

Since, the calculated value i.e. 6.435 > the tabulated value i.e. 2.366

So, Null hypothesis is incorrect and Alternative hypothesis is accepted.


Hence, “There is a significant difference between factors available to make Employer
Brand at different organisation”
Q5. Does the Employer branding retains the employee
in an organization?
Observed Expected
Options Oi -Ei
Frequency (Oi) Frequency(Ei)

Strongly agree 0 12 -12 12


Moderately
2 12 -10 8.34
agree
Can’t Say 14 12 2 0.34
Moderately
24 12 12 12
Disagree

Strongly Disagree 20 12 8 3.2

Total 60 60 0 35.88

 Calculated Value, χ2 = 35.88,


 Degree Of Freedom, d.o.f = 4
 Tabulated Value, χ2 = 9.488 (5% level)

Since, the calculated value i.e. 35.88> the tabulated value i.e. 9.488

So, Null hypothesis is incorrect and Alternative hypothesis is accepted.


Hence, “There is no significant effect of Employer Brand on Employee Retention”
FINDINGS
 The employers are now highly aware of the importance of Employer branding, thus
started working on it.
 Satisfaction of the employees in an organization is one of the biggest factor that an
employer brand of an organisation.
 There are various factors that contribute to the establishment of an Employer brand
which are different for different organisation.
 The employers of choice have proven that well-developed employer brands help
attract and retain talent.
 A remarkable reputation, perception and image in the job market builds on both the
attractiveness in factors that are of fundamental importance to high performers as
well as elaborate efforts, which make this attractiveness visible in the job market.
CONCLUSION
A strong employer brand shows what a powerful
means of differentiation an employer branding can
be.

It can be thus be concluded that a remarkable


reputation, perception and image in the job market
builds on both the attractiveness in factors that are of
fundamental importance to high performers as well as
elaborate efforts, which make this attractiveness
visible in the job market.

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