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Title: :  Impact of Employer Brand Equity on Employee Attraction and Retention in Telecommunication Industry
PaperId: :  11173
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 6 Issue 1 2020
DUI:    16.0415/IJARIIE-11173
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
Treshalin Sellar1Eastern University, Sri Lanka, Vantharamoolai, Chenkelady, Sri Lanka
J.M. Prashansa Mihiri JayawardanaNorth Sails, Biyagama Export Processing Zone, Sri Lanka

Abstract

Strategic Human Resource Management
Employer branding, Employer brand equity, Employee attraction and retention
In recent years, companies have faced the challenges in attracting, and retaining high-quality employees because of growing talent war. To address this challenge some of the firm’s in Sri Lanka’s telecommunication industry have developed employer branding programs aimed at building employer brand equity in the labour market. Traditionally, the branding concepts has been used for building brand equity in order to acquire and retain customers. Thus the adoption of this marketing concept to the field of HR management has been widely accepted among scholars and practitioners in the context of strategic HRM. However, the effect of employer brand equity in the labour market remain unclear because of a lack of empirical evidence. Thus, the current study was conducted with the aim of investigating the impact of employer brand equity on employee attraction and retention in the context of internal audience of employer branding in the telecommunication industry. The current study used univariate and multivariate analysis techniques to analyze data and find the results of the study objectives. Results of the study revealed that all employer brand equity dimensions and employee attraction and retention variables are in high level. Consequently, employer brand equity is significantly contributing to determine employee attraction and retention and employer brand association having the higher proportion of variance (54.9%). Moreover the higher level of employer brand equity leads to higher level of employer attraction and retention among engineers of the selected firms in the industry.

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IJARIIE Treshalin Sellar1, and J.M. Prashansa Mihiri Jayawardana. "Impact of Employer Brand Equity on Employee Attraction and Retention in Telecommunication Industry" International Journal Of Advance Research And Innovative Ideas In Education Volume 6 Issue 1 2020 Page 177-186
MLA Treshalin Sellar1, and J.M. Prashansa Mihiri Jayawardana. "Impact of Employer Brand Equity on Employee Attraction and Retention in Telecommunication Industry." International Journal Of Advance Research And Innovative Ideas In Education 6.1(2020) : 177-186.
APA Treshalin Sellar1, & J.M. Prashansa Mihiri Jayawardana. (2020). Impact of Employer Brand Equity on Employee Attraction and Retention in Telecommunication Industry. International Journal Of Advance Research And Innovative Ideas In Education, 6(1), 177-186.
Chicago Treshalin Sellar1, and J.M. Prashansa Mihiri Jayawardana. "Impact of Employer Brand Equity on Employee Attraction and Retention in Telecommunication Industry." International Journal Of Advance Research And Innovative Ideas In Education 6, no. 1 (2020) : 177-186.
Oxford Treshalin Sellar1, and J.M. Prashansa Mihiri Jayawardana. 'Impact of Employer Brand Equity on Employee Attraction and Retention in Telecommunication Industry', International Journal Of Advance Research And Innovative Ideas In Education, vol. 6, no. 1, 2020, p. 177-186. Available from IJARIIE, http://ijariie.com/AdminUploadPdf/Impact_of_Employer_Brand_Equity_on_Employee_Attraction_and_Retention_in_Telecommunication_Industry_ijariie11173.pdf (Accessed : ).
Harvard Treshalin Sellar1, and J.M. Prashansa Mihiri Jayawardana. (2020) 'Impact of Employer Brand Equity on Employee Attraction and Retention in Telecommunication Industry', International Journal Of Advance Research And Innovative Ideas In Education, 6(1), pp. 177-186IJARIIE [Online]. Available at: http://ijariie.com/AdminUploadPdf/Impact_of_Employer_Brand_Equity_on_Employee_Attraction_and_Retention_in_Telecommunication_Industry_ijariie11173.pdf (Accessed : )
IEEE Treshalin Sellar1, and J.M. Prashansa Mihiri Jayawardana, "Impact of Employer Brand Equity on Employee Attraction and Retention in Telecommunication Industry," International Journal Of Advance Research And Innovative Ideas In Education, vol. 6, no. 1, pp. 177-186, Jan-Feb 2020. [Online]. Available: http://ijariie.com/AdminUploadPdf/Impact_of_Employer_Brand_Equity_on_Employee_Attraction_and_Retention_in_Telecommunication_Industry_ijariie11173.pdf [Accessed : ].
Turabian Treshalin Sellar1, and J.M. Prashansa Mihiri Jayawardana. "Impact of Employer Brand Equity on Employee Attraction and Retention in Telecommunication Industry." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 6 number 1 ().
Vancouver Treshalin Sellar1, and J.M. Prashansa Mihiri Jayawardana. Impact of Employer Brand Equity on Employee Attraction and Retention in Telecommunication Industry. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2020 [Cited : ]; 6(1) : 177-186. Available from: http://ijariie.com/AdminUploadPdf/Impact_of_Employer_Brand_Equity_on_Employee_Attraction_and_Retention_in_Telecommunication_Industry_ijariie11173.pdf
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