employer branding ppt

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