This chapter is based on the findings from the primary and secondary data collected from various sources. A detailed literature review has been carried on throughout this dissertation in order to understand the various aspects of employer branding. In order to reach a particular conclusion and to achieve the set objectives, this chapter of the dissertation we focus on the findings from literature review as well as the data collected from the five respondents by the means of the qualitative interview techniques.
From the literature review it has also been found that this type of attitude is most common among the new employees or who have been applying for a particular job for the first time. Employees who are experience and understand the way of how the corporate world works, they are more inclined towards the job responsibility that they are being offered rather than the brand of the employer (Theurer et al. 2016). However it should be noted at the same time that when the experienced employees get an opportunity to work with a better or well-known organisation they are also found to opt for the renowned organisation rather than remaining a part of the old organisation that happen to be less renowned. Considering all these facts it has become a vital part for any organisation to include employer branding as a part of the management strategies in order to attract more employees who shall be capable enough to become a part of their organisation. The various researchers have also been able to point out that even if an employee works for an organisation for quite long time, the employee might develop a sense of acceptability and trust on the organisation but there will always remain a state of dissatisfaction if the organisation is not renowned enough or lacks the proper brand value (Al-Emadi, Schwabenland and Wei 2015).
It has been found that employer branding is done for two main purposes; primarily to attract the talent for the particular organisation with the belief that a candidate would prefer to work for their organisation if they build a positive image of their company in front of the people and also in the market. Secondly employer branding also helps in overcoming any kind of image that has been created on the organisation because of any particular incident that has declined or rather to the worse situation has ruined the image of an organisation. For example due to some unforeseen reasons many organisations suffer from developing a poor image of them in the market. For instance mobile phone Company like Samsung faces issues regarding the quality of their mobile phones and there have been many reports where the consumers are found to complain on the battery life of the product and that their products are not good enough to be used (Van Hoye and Lievens 2015). In fact, Samsung is an organisation that aims at competing with the technology giant companies like Apple or Blackberry, but it is the service of the product that actually create the correct image of the company among its consumers. However, it is to be noted that Samsung is a well-known organisation and there is no doubt that a person would definitely like to work for the organisation even if the products sold by this company do not matches with the expectation of the consumers. The reason behind this is the positive brand image of this company. From this fact it can be easily said that it is only the positive image or the effectiveness of the branding of the company that has been able to create a positive image among the consumers and has also successfully been able to attract the employees as an employer.
Other important observations from the various findings have helped us to understand how the employers are being able to build a brand for their company by the means of employers branding. It has been found that the very first step that is taken to build a brand starts with generating a unique name for the company. This also accompanies with the creation of a particular logo that symbolises the mission and vision of the organisation. It is a common belief that if the name of the organisation can be easily heard in the market it would be effective enough for an employer to attract an employee or a candidate towards the organisation because branding helps to influence a person with the ability that this particular organisation is better than the other organisations because it has been valued in the markets where it operate (Theurer et al. 2016). This automatically creates an image among the employees that if they also work for this renowned organisation their work will be valued and that people will respect them as a part of a renowned and a branded company. If the branding aspect is considered from the part of the employer it should be noted that building employer branding is not an easy phenomena but it requires great effort and at the same time a lot of investment. This is the reason that only successful or companies that earn good revenue are only capable to airport building the employer branding. However, it should also be noted that not all the time it requires the effort from the employer to build a brand value for their company by the means of superficial marketing or branding but at the same time employer branding can be built by the means of mouth publicity. The success of mouth publicity depends mainly on the existing employees and the opportunity of building brand awareness by the means of mouth publicity can only be successful only when the employees are treated well enough in the organisation so that they will be disseminating good facts about the company (Lievens and Slaughter 2016). Keeping in mind all these perspective it is also essential that the employers should treat the existing employees well enough that they find it very comfortable and profitable enough to work for their organisation rather than moving to another organisation.
Employer branding not only provide functional or economic benefits to the employees and employers of the organisation but it provides a psychological relief to them as they find it to be effective enough to work for a branded employer rather than a non-branded or not well known employer operating in the market. Employer branding not only helps to attract the right employees to the company but it has the ability to brief the other related stakeholders of the company as well; the stakeholders including the suppliers the shareholders. If any organisation is being able to create a right image in the market it is able to create fit strategy in the market. If the employer is able to create symbolic evidence in terms of the branding and marketing the organisation would be much benefited. If employer branding is considered from the human resource management perspective it can be said that it is a tool to create a value proposition of the organisation in the market in order to create a positive image among the existing employees and also to attract new employees to the organisation. This is the reason that employer branding is carried on as both internal and external means. It is in fact or logical procedure that the employers have to consider while displaying their image in front of the existing employees and to attract new employees. Those forms that have a strong and positive attitude with their existing employees can be benefited to some extent. Therefore, in order to create or build a positive attitude among the existing employees it is very important to maintain a healthy relationship with the existing employees. In order to do so, a positive organisational culture that is more employees friendly should be the primary aim of the employers.
The findings from the branding theories have helped to understand that in order to maintain the retention of the employees the employers have to build the connectivity with the employees. Likewise in order to attract the right talent to be a part of the organisation it is important to create or luring situation for the employees that they would consider working in the particular organisation being fruitful even if the organisation does not aims to give proper remuneration to the employees (Biswas and Suar 2016). There is no doubt that employer branding would definitely help in the recruitment process because it creates a positive signal for the employees and that it creates a psychological impact on the employees that they will get the desirable outcome if they work for this particular organisation. Therefore, in such cases even if they have to compromise with their capability they would do that rather than working for an organisation that is not a brand. Employer branding also creates an image among the employees that a branded company can never go out of their ability in delivering the right things that is being promised to the Employees. Among the various from used things the most important factors include the contract with the organisation the opportunity of training and improvement and other workplace benefits. In fact these are the prime factors that are actually mentioned by an organisation when they aim and creating employer branding among the employees or the new candidates who shall be joining the organisation (Elving et al. 2013). It is believed that when a brand promises on certain areas they should be fulfilling the same and that there is no need to think about any negative situation when the employer might be failed to reach the expectation of the employees.
The questionnaire was it in a way to understand the mission and vision as well as the goals and the strategies that the organisation has set as their organisation goals and motives by interviewing each manager it has been found that the organisation has been able to disseminate the right information to the Employees who are working with the organisation by letting them know about the goals them mission and vision. By interviewing 7 managers, it has been found that for many years we’re confident enough to say that the employees are very well aware of all the mission and the goals that the organisation has set but one of them was not sure and said that it might happen that employees are not well aware of the goals of the organisation. It was equally important to know about the means of communication that the managers and the internal stakeholders used in the organisation to communicate with each other because communication is a very important medium by which people and able to connect with each other and at the same time can discuss any kind of issue a trouble that they face. In accordance to understand the means of communication that the manager is used in their respective stole it has been found that they mainly depend on the online tools like emails or chat options by using Viber and Whatsapp. In fact face to face communication happen to be the most effective means of communication that the managers often used while communicating with the staff of the organisation. One of the managers also said that they prefer to make face to face communication and they conduct meeting once or twice a month in order to make sure that the things are in line and everyone working in the organisation is in the same page.
It is of the opinion of the manager that is they conduct a face to face meeting once or twice a month it would be helpful for each member of the organisation to understand the difficulties and the challenges that they face. Perhaps they can settle down to a particular conclusion and can bring out the best they can. The managers were also asked about the importance of a particular organisation culture in order to retain the employees. On asking such question it has been observed that the managers always try to promote a work culture in their organisation to make sure that the employees find it suitable for them to work for that organisation. For the JYSK stores as well the managers always try to maintain a good relationship with the employees in order to make sure that the employees find it very comfortable to work in their organisation. This helps them to retain the employees to the farthest extent. When asked about the employee branding the manager said that the organisation always believes in branding and promoting to make sure that people are well aware of this brand and at the same time they can be able to create a good image among its working employees as well. It has been rightly found that the only major competitor of the organisation is Epicenter And in order to compete with this brand, JYSK has to come up with some promotional activities that would help to create a clear image of the organisation in front of the people. They always tend to train people about the affordability and the comfort of the products that they sell and that they sell the best product available in the market because they value company’s reputation and understand the need of the customers. When talked about the increasing rate of employee turnover for the year the manager was not very upset about it because he find that he is able to written most of his employees and the rate of employee turnover is just 23%.
In order to maintain a good relationship with the existing employees the manager always tried to develop a good bonding with them and help to create a sustainable environment in the store That they do not feel like leaving the company and joining others. At the same time he also like to motivate the employees by giving right examples and target to be achieved that would create a healthy competitive working environment in the organisation. When asked about the recruitment policy that they use, the manager promptly respondent on the importance of the skilled labour and it is for the same reason that they prefer to advertise job opportunities not only in their official website but in other platforms as well so that they would get enough number of talents to be selected from. However the employees also have to pass through some tests and create an image of professional and transparent work culture in order to make sure that they are capable enough to work for this organisation. Increasing trend of the online recruitment it has definitely become an important part for the employer to consider employer branding using the online tools like LinkedIn only when other social networking sites like Facebook or Twitter.
On interviewing this manager has been similarly understood that the organisation has always tried to announce its mission and vision among the employees who are working and that the organisation believes in keeping a particular KIPs for the employees in order to make sure that they achieve their monthly target. The communication part is also similar and they use internal tools like Viber or Whatsapp in order to communicate internally as well as the official communication is done by mails. The manager has also talked about the increasing competition in the market and in spite that they also provide the best quality goods to the customers there is always the need of creating a branding and a positive image of the organisation in front of the customers as well as the employees. When talked about the skilled workers he sent that it is not always needed to get skilled workers because the sales assistant need not to be highly qualified but they have to be smart enough to deal with the different types of customers visiting the store. No matter this factor will not affect the employee hiring and their retention. Keeping in mind the importance of retaining the existing employees the organisation always tends to motivate the employees by giving examples of the achievements and the progress that one can achieve while walking and any designation for this company. At times getting the right candidate becomes very challenging for the managers and so advertising the right message to attract the right candidate becomes very important. Moreover, in order to find that this organisation is suitable enough for a person to work, employer branding is definitely one of the tools that the company can use.
The next three managers were from the stores of Kiev and there has been a similar observation from all these three managers. Perhaps it is might be due to the organisation culture that the managers in that organisation follows then there has been a similarity in the process of dealing with the employees have been observed. One manager was of the opinion that in order to create a good image among the existing employees and also to attract more customers it is important to use the social media sites and so the company likes to advertise and promote their products in the social media sites like Facebook and Twitter. They remain quiet active in this social media and also ask the existing employees to be active enough to make sure that positive messages send today people who are scrolling through the social media. For the employee motivation they believe that monetary compensation can help them to motivate the existing employees and so they give competitive salaries and attractive bonuses and into the official pay of each employee.
When asked about the importance of employer branding the manager find that they have been facing in the behavioural and logical we have dealing with the employees or new candidates because it has been a common believe that working for a reputed company will definitely help the employees to achieve greater Heights in their professional career. Keeping this in mind, the manager has been found to focus on employer branding as well. The Other two managers from Kiev were also of the similar opinion and said that no matter the complexity of the work can be easily achieved by the worker if they find and the employers have a good reputation in the market and the employees working for this organisation will be much benefited in their professional career because they will be getting experience from a reputed organisation and they can be easily recognised by on the employees if they think of shifting to another company in future. This will definitely help them to get more salary from the company for which they will work. Find all the three manager employee retention is not a challenge but finding the right candidate with right skills and qualification is definitely a great challenge. This is the reason that they prefer to advertise job opportunities in various platforms and wanted to attract the most capable employee for them. Considering this fact the managers of the positive opinion that employer branding is indeed important and it is only by the means of proper employer branding and organisation can be able to attract the right talent for a particular job role.
When asked about the service that the company provides to the customer the manager was of the opinion that they are the best the market to provide the most good looking and comfortable and Stylish products that can be available in the market and they do take pride in that thing. They do not have too many competitors in the market but the only major competitor is Epicenter. The manager do believe that in order to promote a positive image of the organisation among the working employees as well as among others it is very important to carry out a public relation activity and that can only be possible if both internal and external communication is done in a positive manner. The company has a lot of customers who are from various parts of the world and they are very selective when it comes to purchase a particular product. In such cases and organisations brand value definitely hold some importance. This is the reason that branding of the company becomes important for increasing the sales of the company. At the same time they do not face much difficulty in retaining or hiring an employee and then their employee turnover rate is almost zero. This is because the employees are always motivated on different Grounds that include not only monetary benefit but encouragement to work in order to achieve better results in life. The manager was of the opinion that if the employees are treated well in the organisation there would be lesser chance of the fact that the employees won’t leave the organisation. He also said that it does not matter then the organisation has a good reputation in the market or not because if the employee is not treated well enough at the workplace there would be no chances of the retention. This is the reason that internal communication or treating the employee in the organisation holds primary importance. However, attracting skilled and talented employees might become challenging and certain point of time because those employees who are well educated and more deserving than others would definitely look for a organisation with good name and better reputation and it is only at that point of time that employer branding holds the most impact.
The seventh manager was of the opinion that forming a company’s mission and vision for an organisation like a retail store is very important because this organisation faces real competition from various aspects. In fact with the increasing demand of online shopping the retail sector is facing great challenges. It is very important that the staff of the stores are trained enough to handle different types of customers at different point of time because attracting the customers and compelling them to purchase the product might become challenging in the recent market scenario. Apart from this brand image of a company definitely helps in creating a positive image among the customers and level of trust that whatever product they will purchase from this brand will definitely be good enough to serve the need of the customer. All these reasons have clearly identified that creating a positive relationship with the existing employees of the organisation is equally important and this is the reason that building a brand image of the company among the employees also become much evident. In order to motivate employees internally work culture has to be created that will be comfortable enough for the employees to work. This is the reason the manager always focuses on creating healthy working environment where the employees are less stressed and they enjoy the work that they do. For this organisation as well the employee retention is not a major challenge and their face the usual rate of turnover to be at 28% and the most common reason for leaving the company is because they have to do some kind of physical work. In this perspective it has to be understood that the demand of the employees for this organisation is not only limited to connect talent but it also requires those employees you have good physical strength as well. Indeed there are people who consider the job to be their career opportunity and they tend to get the most from the employer. This is the reason that and some point of time employer branding holds true meaning in order to attract the right talent for the organisation. Employer branding will definitely help in promoting the message that this organisation is the platform where one can examine their career opportunities by giving the right input in the organisation by working with the correct skills and ability. However employee training is equally important to retain the employees and this is the reason then this manager always undertakes employee training as a part of organisation culture that also helps in retaining the existing employees.
Conclusion:
A detailed analysis based on the Findings of the literature review and the interview taken from the seven managers of the various stores of this organisation, importance of employer branding has been understood. The theoretical knowledge that has been gained from the literature review and other secondary sources has given a clear idea about importance of employer branding in the recent time to attract the right talent for the right job role. However, the qualitative approach that has been made to interact and understand the practical application of employer branding and the opinion of the managers on the same has also given a clear picture on the importance of employer branding in the recent time. It has been rightly found that indeed the employees are looking for those employees that have a good reputation in the market because of the various reasons that include good paying job security and the other facilities that an organisation would offer. At the same time in order to retain the employees in an organisation not only employer branding but other factors like a healthy relationship with the employees along with a good corporate culture are also the specific need that would help in the retention of the employees. Following this chapter, certain recommendations can be made that would eventually help the retail organisation to attract the right talent by the means of employer branding.
Discussion and Conclusion
Conclusion:
In this particular research the focus has been made on the retail sector and the importance of building employer branding in the retail sector. Moreover, this study has focused on one of the well-known retail organisation JYSK that operates in many places in Ukraine. In fact the organisation has been expanding in various places and it has been found to attract main talents for their organisation. However, it has been also found that these retail companies are also facing the problems related to employee retention. Even the company has been found to operate in the market quite effectively but in few stores the organisation has not been able to cope up with the increasing rate of employee turnover. In order to understand the actual reason behind the increasing rate of employee turnover from the stores of this organisation, the store managers have been interviewed. The qualitative approach that has been made in order to understand and find out the major reasons of the increasing rate of employee turnover from the organisation, the managers of the JYSK store have been interviewed. At the same time the aim was to understand how impactful or effective the managers think that employee branding would be in order to attract more employees to the organisation. A detailed analysis of what has been found by interviewing the managers can be presented as below.
Employer branding has become an important component for an organisation’s strategy in order to recruit better candidates and reduce the cost of hiring and other related activities that are required for hiring good candidates and at the same time to maintain a low percentage of employee retention. It has been rightly observed that employee retention is a major challenge that the organisations have been facing since a long time. The management has been trying to come up with several strategic options in order to overcome the issues related to employee retention. After conducting the detail literature review it has been found that an employee always tries to find out the most information available about the employer before they consider joining the particular organisation. In fact at various instances it has been clearly noted that a candidate do not even consider to go for an interview if the person do not consider the organisation to be good enough. As pointed out by the authors that a candidate searches for the employers even before coming down for an interview in order to make sure that the organisation is a reputed one and it is perhaps suitable for them. On receiving the job opportunity from a particular company it is a common observation that the candidate will definitely search in order to know about the reputation of the employer and that the employer is suitable enough for them to work. In such instances it has been found that at time the employees not the candidate do not even consider the pay scale that the employer offer to them. Even if the pay scale is high the candidate do not consider to work for the employer that has a low or poor reputation because it is a common belief that working for an organisation that is not renowned or is not well known among others will not bring any kind of fruitful result for the future in a professional career. Therefore considering these facts it has also been found that candidate places to work with low salary but they prefer to work for a renowned and well established organisation. From all these findings, it can be rightly said that employer branding will definitely help in the retention of the existing employees and also to attract the right pool of talent.
The hypothesis that has been set to understand that employer branding will definitely help to attract the right talent and also help to retain the employees in an organisation can be said to be true. The study has been based on the secondary research paper and to some extent the evaluation of the primary qualitative data has been able to help in understanding the actual scenario and how the organisations have been trying to attract the right candidate for the right job designation. The various theories like brand equity the theory of signalling and other brand formation and recruitment theory has given us a clear idea that there has been many instances when the employees are found to join a particular organisation only for the sake of the brand value and the reputation of the company in the organisation with the small believe that once they become a part of the big organisation they will be able to grasp good knowledge that they will use in the future for building up their career. This is the reason that the employers are found to build an image in the market that it is the right platform where a candidate can easily explore their existing knowledge and can learn more. At the same time it will be acceptable enough for both the employee and employer if each of them benefit from each other. Therefore it can be concluded that branding the employer is definitely a management strategy that can be undertaken by an organisation to attract the right talent for their individual job designation. However, it should also be noted that once a candidate join the company it should fall under the responsibility of the organisation to keep a track of the job role and the performance of the employee and to make sure that adequate training and motivation is given to the employee to make sure that there is a level of satisfaction among the employees and also that the employer is getting the right outcome from the hired person.
Linking with the objective 1: To assess the effectiveness of employee branding as a tool
To understand the effect of employee branding as a tool to attract talented employees for an organisation it has been found that the brand equity or the brand value of an organisation definitely attracts more employees towards an organisation. From various instances it has been rightly observed that there is no doubt that an employee always tend to work for this organisation that has a brand name and is well known in the market because of the various factors like a competitive advantage. A good reputation and a good brand definitely create a signalling impact upon the employees and attract the probable talents on towards an organisation. This on the other hand creates the opportunity for the employee to get the desirable result or outcome in the form of attracting the right employer for the particular job designation. This objective of the study has been already fulfilled by the means of the secondary data but when similar questions were asked from the managers who have been interviewed it has also been found that the managers also considered that to some extent the employee branding actually helps in attracting the right talent for them. However, since the retail organisation was a reputed organisation in it business operating environment there was no separate need of creating a brand value for the organisation and attract the employees. In fact there was different need for different types of jobs. For example, it was really important to attract the right talent for the sales representative but for the particular job all that requires is the physical ability of a person it was not important for the company to include any kind of special recruitment strategy to attract the right tell because in such cases only the physical ability of the person seems to hold the most importance (Mehrtens 2015). Therefore it can be rightly said that it is a common belief among the people that a brand promises some important values that cannot be given from a company that is not branded. Keeping all these instances into consideration it can be likely said that employer branding is indeed a unique tool to attract the right pool of talent in this competitive market environment.
Linking with objective 2: To analyse the ways JYSK brings employee branding into play for retention and attraction of employees
By interview on the different managers at the different stores of the retail store it has been found that the organisation has never made it too much effort in building a employer brand image in the market where it operates. It has been also found that the organisation has been able to meet the demand of the customers by providing them the right products and services that are needed. However at the same time they also understand the increasing competition in the market and that the customers can easily in client to another organisation when it comes to making decisions on buying a particular product. Therefore, they understand the importance of branding the organisation as a whole because a brand creates a positive image among everyone and customers feel safe to buy a product from a particular brand. In fact going to the brand value of an organisation at times the customers are also found to spend more amount of money than actually needed. However, if the retention and the attraction of the employees for the organisation are taken into consideration, it can be rightly said that for attracting the employees the organisation always use the method of posting the job openings on opportunity in their job portal. They also published the job vacancies in various platforms that include newspapers, job websites and events considering the increasing impact of the social media sites like LinkedIn and Twitter they also at times post job opportunities at these platforms. However, it has been clearly identified by all the managers that it is indeed important to create a night image in these platforms because these platforms are very manipulative and any person can actually post their point of view in these platforms. Therefore internal publicity or creating a positive image among the existing employees is more important than creating a brand value.
If the internal and the existing employees are happy and sufficient enough with their present job role and the way they are being treated, they would also post positive comments on the social media site and that would automatically attract the light candidates towards the organisation. Therefore, not only employer branding or the brand of an organisation holds the importance but also the internal culture and how the employees are treated in the organisation holds equal value in attracting the right talent for the right job designation. In order to achieve this desired result, it is important that the internal organisational culture is effective enough to provide a proper working environment for the employees. The process of the motivation along with reward and recognition has to be carried on along with the identification of the training needs. It is only when the workplace will be suitable enough; the employees would find it encouraging enough to work for the organisation and at the same time the chances of positive mouth publicity also increases.
Linking with objective 3: To recommend certain plans and policies through which JYSK can better their employee attraction and retention if required
To recommend the retail Organisation on the hiring process of the right pool of talent, employer branding is definitely one of the strategies that it can undertake for the purpose of attracting employees because this will create a positive impact among the candidate that this organisation is suitable enough to work because it is a well-known and a limited company. However it should also be noted that the building brand for an employer is not an easy process and it definitely requires lot of efforts for the promotional and the marketing perspective. In fact if the marketing process is not aligned in the proper way it would definitely create a negative impact among the employees (Amby 2015). Therefore creating brand reputation or employer branding is another challenging work. However, there are other processes of attracting the right talent depending on the job role that the person has to play in an organisation. Primarily, it is of the opinion that the job role should be rightly specified it to the candidate who shall be appearing for the interview or for the post of a particular designation. It is when the job designation is rightly communicated to the employee it becomes easier for both the employee and employer to understand the expectation from each other. The employee shall also be of the opinion that this particular job role would be suitable for him or not. Therefore the primary step is to understand the job role that one has to perform. On identifying this particular objective it would become easier for both the employee and employer to deal with the situation (Samuel 2016). In fact if the employee is not confident enough to be a part of the job role he or she can also give his opinion to the employer that he needs for the training in that particular area and that the employer will also get a clear picture that if the employee is given the right the training then it would be profitable enough for both of them. Therefore a clear idea of the job role will also provide a clear idea on the training needs.
In order to make sure that that it employees have been placed at the right place or designation it is important to continuously monitor them and to understand that they have been able to carry out the job responsibility that they have been given. In doing so the role of the managers comes into most effectiveness and therefore it is highly recommended that the supervisors of the managers have to be active enough to understand the role of the employees and how effectively they are performing the same (Suliman and Al-Khatib 2014). It is on the basis of the outcome of the performance the employee can be retained and the same time they can be motivated by giving different kinds of appreciation and achievement prizes. As it has been identified by interviewing the managers that the managers also tend to motivate the employees by giving them extra classes or other financial benefits apart from their official salary, it can be said that monetary benefit will definitely help to retain the right talent at the retail organisations. Therefore, it is also recommended that the employee should be motivated rightly in order to make sure that the right person is performing in the most effective way. Apart from motivating, the training needs need to be identified as well by the supervisors at the managers and it is equally important that the employees at the different levels are given the right opportunity and training why their supervisors so that they will be able to understand the actual need of the organisation and they would be able to develop or improve their way of working. This training can be both by the means of on job training or by separately training them on some work shop or other places (Narasima and Geetha 2015). Therefore in order to attract the right talent it is advisable that the existing employees are given the adequate training and knowledge to understand their unique job role and also to keep them updated on the increasing demand and the competitiveness in the market because in a retail sector the employees at the different departments like sales or marketing holds more important than the people at the other designations.
The study focuses on the importance of employer branding for attracting talents in the retail organisation. In order to achieve the outcome from the research several theories and models have pain taken into consideration to understand the topic in depth and create a clear picture of the importance of employer branding in the current market scenario. Apart from this, a detailed interview with the store managers of the organisation have also been taken in order to understand what actually matters for the management of an organisation when it comes to hire the right talent for their individual organisation. There were certain limitations to the study as well for instance the number of theories and models that have been used in this study well not enough to understand the actual outcome of employee branding for a retail organisation. The theories and models were more focused on the general aspects of employer branding and how it helps in attracting good employees for the organisation. Therefore the limited theories and models related to the retail sector can be considered as one of the major limitations that was a part of the secondary research analysis.
Considering the primary research, there are more than 300 stores of the retail organisation taken into consideration but only 7 managers from 7 different stores have been interviewed and their opinion has been taken into consideration. This is definitely a limitation to the study because the scenario might be different for the other organisation and that the information that has been came from these particular stores might not be enough to reach out a particular conclusion and comment on the importance of employer branding to attract and retain talented employees in an organisation. If more managers were interviewed from different locations the data would have been more authentic and a better picture of the overall recruitment policies that undertaken by the organisation. This could have been possible if the reach of interviewing the managers would have been broad enough. The time has been used for undertaking this research was also limited and only if more time was given, more in-depth analysis or better research would have been done. It should also be kept in mind that the managers might have given partial view of their way of dealing with the employees at the time of hiding and also to return them in the organisation. It might also happen that owing to the reputation of the particulars told the managers had not given us the actual data and has fabricated the interview by falsely giving positive feedback about the company and how they treat the employees. Therefore, it is also limitation of the study that there might be some failure in getting unbiased view points of the managers.
This study can be of help for the future research is based on the importance of branding and organisation not only for the sake of attracting new talent but also to create a competitive advantage in the market where the organisation operates. It has to be understood that with the increasing opportunity in the market boot in terms of availability of goods and services and also for the employees to select among the several employers it is very important that the employees come with certain ideas that would help them to attract the right talent needed for their company. Therefore this research can definitely help both small scale and medium scale organisations to carry out certain activities that might help to attract the right candidate for the work. Therefore those researchers who would work on the different ways of wearing the right telling for an organisation can easily refer to this particular study.
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