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Employer branding

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Employer Branding
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Employer branding

  1. 1. “A study on perception of employees towards employer branding and its impact on recruitment and retention. Submitted by: Shalini Singh 157460592122 Khushbu Patel 157460592077 Submitted to: From: R.B. Institute Of Management Studies
  2. 2. AGENDA  INTRODUCTION  CONCEPT OF EMPLOYER BRANDING  LITERATURE REVIEW  OBJECTIVE  SUB OBJECTIVE  HYPOTHESIS  RESEARCH METHODOLOGY  DATAANALYSIS  FINDING  CONCLUSION  LIMITATION  REFERENCE
  3. 3. INTRODUCTION  The term "Employer Branding" was first publicly introduced to a management audience in 1990.  The employer branding is defined as "the package of social, psychological, and functional benefits provided by the employer and identified with in the employing company.  Employer branding is a relatively new approach towards recruiting and reteaming the best human talent.
  4. 4. Meaning of Employer Branding  Employer Branding = 'Employer’ + 'Branding’  'Employer' means a person or an institution that hires people.  'Branding' means a strategy that allows an organization to differentiate itself from competition and in the process, to bond with their customers to create loyalty.  Employer branding concerned with the attraction, engagement, and retention initiative target at enhancing a company’s employer branding.
  5. 5.  Example
  6. 6. The elements that influencing on employer brand name.  Salary of the employee paid by the employer  Job security  Pleasant working atmosphere  Definite or fixed working hours in the job but not working hours  Career progression
  7. 7. RECRUITMENT  Recruiting the right people is essential for any business success and is a significant competitive advantage.  A strong employer brand will help to differentiate your organization in the marketplace and attract the best people. RETENTION  When used successfully, a strong employment brand should lower turnover and reduce hiring costs. It should also, by association, increase productivity.  A strong employer brand creates a sense of pride in people working for the organization.
  8. 8. Literature review Name of author Year Objective Conclusion V. Vijayalakshmi and Dr. K. UTHAYASURI YAN 2015 The Impact of Employer Branding on Employee Performance Every employee wants their job security. The most element that makes employee to work for the organization although it provides less salary the other factor is stress, stress lead to high turnover so the employer should make a good brand image that reducing stress indirectly. Employer brand can convert stress in to motivation. N.R. Aravamudhan 2005 Employer Branding : Critical imperatives of the time If firm or organization has created a good brand image it’s easy to retain talented employees it cuts the cost of recruitment. Employer branding helps companies to develop a frame work for attracting prospective talent and also it will significantly substantiate employer branding role in providing an enterprise a competitive corporate brand.
  9. 9. Name of author Year Objective Conclusion Evans Sokro 2012 Impact of Employer Branding on Employee Attraction and Retention The culture, atmosphere and working condition affects to create employer branding or employer management involve internally and externally promoting a clear view of which makes a firm different and desirable as an employer. Ting Ting Jiang and Paul Iles 2011 Employer-brand equity, organizational attractiveness and talent management in the Zhejiang private sector, China Employer brand make same to employee accepted job offer and intention to stay in the organization. The employer brand also affected by economic value, interest value, social value, development value and brand trust. Employer brand makes story relation with employer and employee.
  10. 10. Name of author Year Objective Conclusion Dr. Shyam Anand Jha, Neeraj Kumar, Dr. Md. Rashid Farooqi 2014 Employer Branding – A Source of Motivation for Indian Industries Organization have used marketing method and branding activities for some time now in orders to differentiate their product and service employer brand use same method to differentiate in the extremely competitive recruitment markets with the means to become an “employer of choice” employer branding is used as retention management technique. Berthon et al. 2005 To study about measure employer attractiveness for potential hires developed a scale to measure employer attractiveness for potential hires. They identified five main dimensions namely, economic, social, developmental, application and interest value, that makes an employer attractive or otherwise.
  11. 11. OBJECTIVE OF STUDY • A study on perception of employees towards employer branding and its impact on recruitment and retention.  SUB OBJECTIVE • To study about employer branding • To study about impact of salary on employer branding. • To study about impact of recognition of employer branding. • To study about impact of working environment on employer branding. • To study about factor influencing employer branding. • To know the satisfaction level of employees.
  12. 12. HYPOTHESIS  H1: There is significant effect of salary on employer branding H0: There is no significant effect of salary on employer branding  H1: There is significant impact of recognition of employer branding. H0: There is no significant impact of recognition of employer branding.  H1: There is significant impact of working environment on employer branding. H0: There is no significant impact of working environment on employer branding.
  13. 13. RESEARCH METHODOLOGY Particular Description Research design Descriptive Research Data Source Primary & Secondary Sample Size 200 Sample unit Ahmadabad Data Collection Questionnaire Sample Techniques Non probability convenience sampling Contact method Survey Analytical Tools Excel, SPSS.
  14. 14. 1 Gender Value Frequency Male 182 Female 18 Total 200 INTERPRETATION The above graph shows that approximately 182 respondents are male and 18 respondents are female. Male, 182 Female, 18
  15. 15. 2 Why are you selecting this companies? value Frequency good salary 46 training & development 36 reputation in market 38 growth opportunity 37 job security 43 Total 200 46 36 38 37 43 0 5 10 15 20 25 30 35 40 45 50 INTERPRETATION The above graph shows that approximately 46 responding are selecting this company for good salary, 36 respondents are selecting for training & development, 38 respondents are selecting this company because of its reputation in market, 37 respondents are selecting this company because of growth opportunity, and 43 respondents are selecting this company because of job security.
  16. 16. 3 Before applied for job do you get information about companies’ reputation? Value frequency Yes 169 No 31 Total 200 yes, 169 no, 31 INTERPRETATION The above graph shows that 169 respondents are get information about company and its reputation in market and 31 respondents are not get any information about company.
  17. 17. 4 Since how many years have you been working with this organization? Value frequency 0-5 year 142 More than 5 year 58 Total 200 142 58 0-5 year more than 5 year Interpretation This graph shows that 142 respondents are working in organization from less then 5 years and 58 respondents are working there from more then 5 years.
  18. 18. 5 What things about your job do you want to stay as they are? Value Frequency Salary 37 Culture 33 Infrastructure 26 Supervisor 20 Colleague 30 Policies 24 Job Security 30 Total 200 37 33 26 20 30 24 30 0 5 10 15 20 25 30 35 40 INTERPRETATION This graph shows that 37 respondents are stay there for salary,33 respondents are stay there for culture,30 respondents are stay there for their Colleague and Job Security,26 respondents are want to stay there for its Infrastructure,24 respondents are stay there for Policies,20 respondents are stay there for Supervisor.
  19. 19. 6 Do you get enough recognition? Value Frequency Yes 167 No 33 Total 200 yes, 167 no, 33 INTERPRETATION This graph shows that 167 respondents are get enough recognition from the company and 33 respondents are disagree.
  20. 20. which are the important factors for you? Factor More un attractive Un attractive Neutral attractive More attractive As compare to other compensation package is 42 27 78 44 9 As compare to other salary is 4 43 76 71 6 Feeling good about yourself as a result of working for the organization 10 37 60 53 40 Opportunities of Gaining a career enhancing experience in this company 13 35 65 70 17 promotion opportunities within the organization is 12 36 86 45 21 Compare to other company job security is 18 38 66 61 17 authority and power is 9 50 72 53 16 Duties and responsibility is 4 46 76 54 20 Having good relationship with your colleagues and superiors 13 34 53 63 37 Working environment is 9 42 73 55 21 Compare to other company employment benefits is 13 30 79 58 20 Training and development of this company 17 51 88 27 17
  21. 21. 9 6 40 17 21 17 16 20 37 21 20 17 44 71 53 70 45 61 53 54 63 55 58 27 78 76 60 65 86 66 72 76 53 73 79 88 27 43 37 35 36 38 50 46 34 42 30 51 42 4 10 13 12 18 9 4 13 9 13 17 0 10 20 30 40 50 60 70 80 90 100 More attractive Attractive Neutral Unattractive More unattractive
  22. 22. Recruitment employer (H.R Manager) 1 Are you satisfied with the quality of employees you get through recruitment? Value Frequency Yes 4 No 0 Total 4 4 0 0 1 2 3 4 5 yes no INTERPRETATION This graph shows that all (4) H.R managers are satisfied with the quality of employees.
  23. 23. 2. Do you think you have to spend more than necessary for recruitment? Value Frequency Yes 3 No 1 Total 4 yes, 3 no, 1 INTERPRETATION This graph shows that 3 H.R managers are think that they spend more than necessary for recruitment, and 1 H.R manager is not agree.
  24. 24. 3. Do you think you attract good quality people? Value Frequency Yes 4 No 0 Total 4 INTERPRETATION This graph shows that 4 H.R managers are think that they attract good quality people. 4 0 0 1 2 3 4 5 yes no
  25. 25. 4. What is your employee turnover rate? Value Frequency 0-5 employees 1 5-10 employees 2 10-15 employees 1 more than 15employees 0 Total 4 1 2 1 00 0.5 1 1.5 2 2.5 0-5 employees 5-10 employees 10-15 employees more than 15 employees INTERPRETATION This graph shows that if companies’ employee turnover rate is 0-10 annually so employee turnover is less, if companies’ employee turnover rate is between 10 or 15 more so employee turnover rate is high.
  26. 26. • Employer branding is not high • Employer branding is high Value Frequency Employee branding low 44 Employee branding high 156 Total 200 employee branding low, 44 employee branding high, 156 INTERPRETATION This graph shows that employer branding is high in private sector( textile industry).
  27. 27. Factors influencing of employer branding. Factors Average As compare to other compensation package is 3.245 As compare to other salary is 2.84 Feeling good about yourself as a result of working for the organization 2.62 Opportunities of Gaining a career enhancing experience in this company 2.785 promotion opportunities within the organization is 2.865 Compare to other company job security is 2.865 Authority and power is 2.915 Duties and responsibility is 2.8 Having good relationship with your colleagues and superiors 2.615 Working environment is 2.815 Compare to other company employment benefits is 2.79 Training and development of this company 3.12
  28. 28. 3.245 2.84 2.62 2.785 2.865 2.865 2.915 2.8 2.615 2.815 2.79 3.12 As compare to other compensation package is As compare to other salary is Feeling good about yourself as a result of working for the organization Opportunities of Gaining a career enhancing experience in this company promotion opportunities within the organization is Compare to other company job security is Authority and power is Duties and responsibility is Having good relationship with your colleagues and superiors Working environment is Compare to other company employment benefits is Training and development of this company
  29. 29. • H0: There is no significant effect of salary on employer branding • H1: There is significant effect of salary on employer branding ANOVA Sum of Squares Df Mean Square F Sig. Between Groups 2.083 4 .521 3.149 .015 Within Groups 32.237 195 .165 Total 34.320 199 As the value of ANOVA is 0.015 and it is lesser than 0.05 then H0 is accepted. HYPOTHESIS TESTING
  30. 30. • H0: There is no significant impact of recognition of employer branding. • H1: There is significant impact of recognition of employer branding. ANOVA Sum of Squares Df Mean Square F Sig. Between Groups .386 1 .386 2.250 .135 Within Groups 33.934 198 .171 Total 34.320 199 As the value of ANOVA is 0.135 and it is greater than 0.05 then H0 is rejected so there is significant impact of recognition of employer branding.
  31. 31. • H1: There is significant impact of working environment on employer branding. • H0: There is no significant impact of working environment on employer branding. ANOVA Sum of Squares df Mean Square F Sig. Between Groups 5.432 4 1.358 9.168 .000 Within Groups 28.888 195 .148 Total 34.320 199 As the value of ANOVA is 0.000 and it is lesser than 0.05 then H0 is accepted it means there is no significant impact of working environment on employer branding.
  32. 32. FINDINGS • We observe that 46 responding are selecting the company for good salary and 43 respondents are selecting company for job security. • We found 169 respondents are get information about company before applied. • We found that 63 respondents are thoughts that their relations are good with their colleagues and 86 respondents are thoughts that promotion and opportunities are equal in a company. • we found 169 respondents are get information about company and its reputation in market. • we observe 167 respondents are get enough recognition from their company. • we observe that for the employees salary, working environment, promotion and recognition, and growing opportunity and job security play an important role. • we found that most of H.R managers are satisfied with the quality of employees, but they face some problem to attract the highly skilled people.
  33. 33. CONCLUSION • The overall conclusion of project is employer branding affect the recruitment and retention of employees. • Employer branding focus on whole employee lifecycle. • If company's employer branding is high it means their employee turn over rate is low. • If company’s employer branding is high its means they are providing good salary, good working environment and growth opportunity. • If company's employer branding is high it means their employee turnover rate is low. • Higher employer branding helps to attract skilled people. • If companies’ employer branding is high in market so employees are satisfied.
  34. 34. SUGGESTION • Company needs to create a space for all employees to express work life, day to day and in real time. • Company needs to focus on retaining current valuable employees. • Company needs to offer the right career development and growth opportunity to their employees. • A company needs to motivate their employees by providing them reorganization. • Textile industry needs to restructure their salary structure.
  35. 35. LIMITATION • Limited sampling and respondents availability • Language barriers • Respondents may not fully aware of the concept of employer branding. • Respondents may not provide accurate and honest answer. • No response from some respondents.
  36. 36. REFERENCES • http://www.info.com/Recruitment%20Branding?cb=2&cmp=5280&gclid= COmErNbU3NACFc6Cswod5dcCLw • http://universumglobal.com/articles/2014/03/what-is-employer- branding/ • http://m.indiamart.com/impcat/employer-branding-services.html • https://www.cipd.co.uk/knowledge/fundamentals/people/recruitment/br and-factsheet • http://www.iupindia.in/606/IJBrM_Employer_Branding_19.html • http://www.simplehrguide.com/employer-branding.html • https://www.surveymonkey.com/r/YZFFMQL • http://www.mbaskool.com/business-articles/human-resource/7673- latent-importance-of-employer-branding-in-hrm.html • https://www.randstad.in/workforce360/archives/insights-to-build-a- successful-employer-brand_42/

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