Post on 26-Nov-2014
Nupur Jain5013609072IV sem B- 34
“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
EMPLOYER BRAND
DEVELOP AN EMOTIONAL LINK
OFFER PROSPECTIVE CANDIDATES TANGIBLE
BENEFITS BASED ON EVIDENCE
MOTIVATION OF ACQIURED
TALENT
RETENTION OF TALENT
ATTRACTION OF APPROPRIATE TALENT
OBJECTIVES OF THE STUDYPrimary –
• 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 METHODOLOGYResearch DesignResearch Approach
DescriptiveGeneral Survey
Sampling SizeSampling TechniqueSampling Area
60ConvenientPrivate 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 with your organization?
Q2. Does satisfaction of working employees attract potential employees toward an organization?
Organization Attract Potential
employees
Organization do not Attract
Potential employees
Total
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 = 1Tabulated 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 factors attracts to the potential employees?
Q4. What are factor which attract most potential employees towards your organization?
Compensation &
benefits
Career
growth
Corporate
culture
Comfortable work Envt.
TOTAL
YES 10 9 11 8 39NO 4 11 5 2 21
TOTAL 14 20 16 10 60
Calculated Value, χ2 = 6.435Degree Of Freedom, d.o.f = 3Tabulated 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?
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”
OptionsObserved
Frequency (Oi)Expected
Frequency(Ei)Oi -Ei
Strongly agree 0 12 -12 12
Moderately agree
2 12 -10 8.34
Can’t Say 14 12 2 0.34
Moderately Disagree
24 12 12 12
Strongly Disagree 20 12 8 3.2
Total 60 60 0 35.88
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.
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.
CONCLUSION