A Committed Workforce: Employer Branding And Its Influence On Employee Engagement

Nur Fatin Farzana, Rosli (2015) A Committed Workforce: Employer Branding And Its Influence On Employee Engagement. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Employer brand is defined as the package of functional, economic and psychological benefits provided by employment and identified with the employing company (Tim Ambler of London Business School, 1996I). It is a firm corporate image or culture created to attract and retain the type of employees the firm is seeking. With employer branding everyone in the organization works to promote the image of the firm. Conversely, the key in keeping employees is to create a strong engagement between the employees and employers. Employees who are engaged in their work and committed help organizations attain competitive advantages in the forms of higher productivity and lower employee turnover. This study examines the relationship between employer branding and the level of employee engagement to create a committed workforce, involving Gen-Y. Additionally, it aims at determining whether employer of choice as perceived by Gen-Y is correlated with strong employer brand. This research adopts quantitative approach with collected samples of 300 respondents comprising of Generation Y through direct questionnaires method. SPSS statistical tool is been used to test the descriptive statistics. The period of study will cover 6 months. The findings from this study will assist organizations formulate policies towards building strong employer brand reality, invest in building high level of employee engagement, develop strategies to address issues such as poor external image, difficulty in attracting talent, low employee morale and poor retention. They provide implications for organizations in establishing a strong business rationale by focussing attention on the employer brand, provide link between the strength of the employer brand, high levels of employee engagement and committed workforce.

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