Nupur Jain 5013609072 IV sem B- 34

EMPLOYER BRANDAn 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

ATTRACTION OF APPROPRIATE TALENT

OFFER PROSPECTIVE CANDIDATES TANGIBLE BENEFITS BASED ON EVIDENCE

EMPLOYER BRANDING: Positioning The Image Of A Company As A Great Place To Work .

DEVELOP AN EMOTIONAL LINK

MOTIVATION OF ACQIURED TALENT

RETENTION OF TALENT

OBJECTIVES OF THE STUDYPrimary

To study the role of Employer branding as an HR tool at variousorganizations. Secondaryy To investigate the effect of Employer s Brand on attracting

employees towards its organization.y To know how Employer Branding helps in Retention of

employees in an organization.y To explore different factors that contribute in making an

organization s Employer Brand.

RESEARCH METHODOLOGYResearch Design Research Approach Sampling Size Sampling Technique Sampling Area Data Collection Method Descriptive General Survey 60 Convenient Private Banks of Bhilai Region Primary data Questionnaire (closed ended) Secondary data Internet, Magazines, research papers Through Bar Graphs Chi Square Test

Data Representation Statistical Tool applied

Hypothesis Set:(H10):There is no significant association of Employer Brand image withEmployee 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 tomake 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 EmployeeRetention (H31): There is no significant effect of Employer Brand on Employee Retention

FINDINGS AND ANALYSIS

Q1. Are you satisfied working with your organization?

Q2. Does satisfaction of working employees attract potential employees toward an organization?

Organization Attract Potential employees Satisfied Employees Unsatisfied Employees Total 36 14 50

Organization do not Attract Potential employees 6 4 10

Total

42 18 60

Calculated Value, 2 = 0.5714, Degree Of Freedom, d.o.f = 1 Tabulated Value, 2 = 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 Q4. What are factor which attract factors attracts to the potential most potential employees towards your organization? employees?

Compensation Career Corporate Comfortable & benefits growth culture work Envt. YES NO TOTAL 10 4 14 9 11 20 11 5 16 8 2 10

TOTAL 39 21 60

Calculated Value, 2 = 6.435 Degree Of Freedom, d.o.f = 3 Tabulated Value, 2 = 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?

Options Strongly agree Moderately agree Can t Say Moderately Disagree Strongly Disagree Total

Observed Frequency (Oi) 0 2 14 24 20 60

Expected Frequency(Ei) 12 12 12 12 12 60 Oi -Ei -12 -10 2 12 8 0 12 8.34 0.34 12 3.2 35.88

Calculated Value, 2 = 35.88, Degree Of Freedom, d.o.f = 4 Tabulated Value, 2 = 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

FINDINGSThe 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.

CONCLUSIONA 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.

Thank You