Impact of Employer Branding on Employee Attraction and Retention

Evans Sokro

117 citations0/0 files storedEuropean Journal of Business and Management

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Employer Branding and e-HRM Higher Education and Employability Human Resource and Talent Management

Abstract

The prime purpose of this study was to investigate whether employers use branding in their organisations, and how employer branding influence the attraction and retention of employees in the banking sector in Ghana. The descriptive survey design was adopted for the study. Eighty-seven employees, including junior and senior staff were conveniently sampled for the study. Data was analyzed using both descriptive and inferential statistics. The results of the study suggest that organisations use employer branding processes in their business to attract employees and customers. It was also found that brand names of organisations may significantly influence the decision of employees to join and stay in the organisation. It was therefore suggested that employers need to create conducive work environment with conditions to enable employees feel comfortable and remain in the organisation. Key words Employer branding, Employee attraction and retention, Ghana

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References

2004Firm resources and sustained competitive advantage 1994The Commitment-Trust Theory of Relationship Marketing 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2001Is the Resource-Based "View" a Useful Perspective for Strategic Management Research?2001Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics 2004Conceptualizing and researching employer branding 1996The employer brand 2005Captivating company: dimensions of attractiveness in employer branding

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