A study on perception of employees towards employer branding and its impact on recruitment and retention.

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. AGENDA
 INTRODUCTION
 CONCEPT OF EMPLOYER BRANDING
 LITERATURE REVIEW
 OBJECTIVE
 SUB OBJECTIVE
 HYPOTHESIS
 RESEARCH METHODOLOGY
 DATAANALYSIS
 FINDING
 CONCLUSION
 LIMITATION
 REFERENCE

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. 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.  Example

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

8. 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.

9. 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.

10. 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.

11. 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.

12. 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.

13. 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.

14. 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.

15. 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

16. 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.

17. 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.

18. 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.

19. 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.

20. 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.

21. 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

22. 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

23. 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.

24. 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.

25. 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

26. 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.

27. • 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).

28. 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

29. 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

30. • 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

31. • 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.

32. • 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.

33. 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.

34. 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.

35. 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.

36. 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.

37. 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/