Employer Branding: A Tool For Employee Retention
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 6
Abstract
Recognition is the second nutrition after any healthy food for any human being, so also for an organization, a legal entity for the today‘s competitive market. The automobile industry of India is one of the largest sectors and a key contributor to the country‘s economy. The sector is also grappling with high attrition rates. With attrition rates enriching to 15-20%, the auto industry is becoming dependent on contract workers. There is a shift of skills within the industry, where the skilled people are shifting their bases from auto component industry to domestic and global OEMs. The sector is facing a shortage of skilled manpower. Further, many top-level executives at automobile companies are quitting and joining either rival firms or new industries altogether and willing to explore new avenues. To address these issues, the present study focuses on some key factors that directly or indirectly add to perceived employer branding in the mind of the current as well as prospective employees of the concerned organization and the affect of this aspects on employee retention. In this context, the research problem is defined as follows. Problem Statement The research problem for the current research can be defined as ―can the employee retention be substantiated by the employer branding in automobile industry‖? Objectives of the study: To find out the factors those build the perceived employer branding in the mind of the prospective employees of the automobile industry, (2) to examine the impact of employer branding on employee retention. Research Design & Methodology: This study follows the causative research design by where the cause and effect relationship between employer branding and employee-retention is revealed. The sampling method for this research is stratified random sampling. The primary data is collected with the help of structured questionnaire through the survey method. For this study, the focus is on dealers of five automobile organizations, namely Maruti Suzuki, Renaults, Nissan, Hyundai and Tata Motors as five strata. 30 questionnaires were executed to each stratum. Thus the sample size becomes 150.This study was conducted during September 2017 – February 2018. Major Findings: The results revealed that there is a statistical significant relationship between employer branding and retention of employees. Further, this study produced the result that the major factors of employer branding such as ‗employer culture‘ and ‗employer image‘ has significant positive influence on retention of employees. Supportive work environment and employer job attributes have negative impact on employee retention.
Authors and Affiliations
Ritika Gupta, Dr. Saroj Kumar Sahoo, Tushar Ranjan Sahoo
Keywords
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