The Impact Of Company Brand On Recruitment

The human resource is an integral resource available to an organisation and therefore, recruitment and collection of the right applicants to join the organisation is a key factor in the success of the company. All possible strategies should therefore be applied to ensure that the organisation appeals to, recruits and retains quality individual resource. One strategy that employers may use is effective branding. This research proposal targets the conception of employer brand and the magnitude to which it can be used to enhance the recruitment and selection process. The critical indicators identified will be the identification of "perception of employer brand", the evaluation of the Effect on potential employees of the company, and the scope to that your "brand" may be used to enhance the recruitment and of the right candidates to become listed on the organisation.

Research Objectives

The general goal of the study is to look for the effect that workplace branding is wearing recruitment and selection of employees.

The specific goals are;

To set up the perception of Employer Brand among Employees and Potential Recruits.

To determine the result of employer brand on employees and potential recruits.

To build the strategies that employers can use to ensure that their brand enhances recruitment and selection.

Literature Review

Employer Brand

Armstrong (2008) identifies employer branding as the creation of an brand image of the business for potential employees. Armstrong (2008) thus suggests that employer branding indicates employer's reputation, image of the business, employer value proposition and interior marketing. On the part, Barrow and Mosley (2005) view company branding as the deal of functional, financial and mental health benefits provided by occupation and identified with the utilizing company. The primary role of the company brand therefore is to provide a coherent construction for management to simplify and concentrate priorities, increase output and improve recruitment, retention and determination. Barrow and Mosley (2005) list the constituents of the employer brand as; the necessity for acknowledgement of individual talents and capacities, work-life balance, remuneration inequalities and inclusive culture.

According to Martin et al. , (2005) the employer brand is the image of the business seen through the eyes of its affiliates and potential hires, and is intimately from the "employment experience" of what it is similar to to help the said organisations. The career experience is a combo of tangible factors like remuneration and benefits and intangible factors like company prices and culture (Martin et al. , 2005). A complementary perspective to workplace branding is documented in Pinkess (2008) as an organisation's Corporate Public Responsibility (CSR) plan. From this perspective, organisations seen to engage in environment degrading activities, or dealing in products that are known to be hazardous such as cigarette manufacturers face difficulties of honest concerns from potential recruits.

Effect of employer brand on employees and potential recruits

In the highly connected Global Village that is today's current market, people join brands and leave professionals. Rosethorn and Mensink, 2007 claim that a brand offers a offer, and a person buys that promises if satisfied, continues to buy the product and talks well about it. A good Brand offers distinctively and regularly on this offer and the same would prolong to Company Brand; in cases like this the "customer" is the Staff or Potential Recruit (Rosethorn and Mensink, 2007). The customers of Company Brand will therefore buy the guarantee as portrayed by the Company Brand and choose to improve the Employer, and when satisfied continue steadily to buy more by choosing to remain with the company, and speak well about the Company Brand.

Strategies to ensure workplace brand enhances recruitment and selection of employees

The future of Human Resources is based on increased knowing of Workplace Brand as the War for Ability intensifies. The development of the Web and quick access to significant amount of information at, virtually speaking our fingertips, has fundamentally improved how people seek insights and answers of where you can work. This relating to Saratin and Schumann (2006) defines how an company communicates to its current and future expertise, the experience it offers as a work area.

The differentiator for many an organisation is not the function of communication it selects to depict itself, however the actual experience it conveys to Employees and Potential Recruits, and this reinforces that Workplace Brand should be solidly rooted at the centre of the recruitment and selection process. Martin et al. (2005) expound that to entice the best skill, the organisation must ask itself, "What is the persuasive and novel storyline that people can notify people about working here? Just how do we tell the storyplot to potential and existing employees in a manner that convinces them of the reality of what we must offer?" (Martin et al. , 2005).

In identifying Ways of ensure Employer Brand boosts Recruitment and Selection, Pinkess (2008) contends that there are four major steps or strategies undertaken to improve the Employees' and Potential Recruits view of the organisation's Employer Brand. The first rung on the ladder, which is basically non-existent now, is the "Do Nothing" stage; in this case the organisations do nothing or the bare minimum in terms of CSR and Employer Brand Enhancement. Another level "Don't feel bad", in this the company is self-critical about its CSR, and has taken steps to address the concerns. That is accompanied by "Feel Good" stage, where CSR is sufficiently ingrained in an organisation leading to pride and positive orientation of possible recruits. On the peak of Workplace Brand enhancement is the "It's what we do" level, where the CSR agenda is fully integrated in the business model and employees allow it as part and parcel of these daily lives.

Research Methodology

The Research Aims make it unpractical to categorically choose either Qualitative or Quantitative method and therefore, a hybrid strategy will be implemented. This approach is explained by Saunders et al (2009) as Pragmatism - "that blended methods, both qualitative and quantitative, are possible, and highly appropriate within one research" (Saunders et al, 2009). Again given the type of the study Objectives, the research approach is always hybrid, incorporating deductive and inductive methods as is elaborated further in this section.

Data will be gathered by use of any questionnaire, where in fact the first goal will be attended to by use of available ended questions. The next objective will utilize a likert range and the 3rd objective with a combination of wide open ended accompanied by scaled questions. This plan of planning the questionnaire is dependant on the goal of research as outlined by Saunders et al. , (2009); that is largely explanatory, instead of exploratory. The Books review has specified the major factors in Employer Brand conception, this adds to the weight of choosing questionnaires as the preferred method of data collection.

The inhabitants of the analysis comprises of Employees and Potential Recruits. Considering that the identification of those potential recruits who select not to build relationships the organisation therefore of their belief of the Workplace Brand Communicated is not nearly possible, the target population would be the Employees and Potential Recruits who've chosen to activate.

The Data Collection Exercise is expected to be carried out by administering the Research Questionnaire to a arbitrary test of Employees who've been recruited in the last twenty four a few months. The sample will be representative of Employees and Potential Recruits, by using Stratified Sampling of varied Departments and Physical Locations.

The time frame of 24 months is decided on to enable the Research address the amount of influence of Workplace Brand on these recruits, in addition to taking into consideration the memory of the said recruits fading over time, and other factors clouding the recruits' judgement having worked well in the organisation for longer. A shorter time frame may not provide a sufficient sized test to help make the Research Meaningful.

Objective 1: To establish the belief of Company Brand among Employees and Potential Recruits.

This Purpose requires an Inductive approach to qualitative examination, as expounded by Saunders et al. , 2009. In this approach the research commences with out a plainly conceived theory determining "Employer Brand". The purpose of the Research target is to determine the "perception" of Employer Brand. The theory is expected to emerge along the way of data collection and examination.

The Data thus accumulated will be analysed using Content Analysis. This technique as described by Adams et al. 2007 includes the id and keeping track of of KEY PHRASES and Phrases which are located in response to the conception of Workplace Brand. The occurrence of these is then tabulated for analysis.

The data thus gathered will be categorised into key rising themes that define the employees' notion of Company Brand. This data will then be pictorially displayed in a Histogram or Bar chart to identify the main element factors that identify the Employees Conception of Workplace Brand.

The process outlined above will established the understanding of Workplace Brand among Employees

Objective 2: To look for the effect of company brand on employees and potential recruits.

This Objective is attended to by means of scaled questions used to ascertain the impact of Workplace Brand on Employees and Potential Recruits.

The data collected is classified as Categorical Ranked (Ordinal) Data as explained in Saunders et al. 2009. Since the relative position of every case is well known, but the space between consecutive ranks can't be numerically exact.

The Data gathered will be pictorially presented in the form of Pie Charts to depict the distribution of each rank for easier visible representation.

The Data gathered under this Objective being non-numerical, wouldn't normally be suited to the dedication of the mean value, nevertheless the method, median and percentiles would verify useful in summarising this type of data as proffered by Tharenou et al. 2007.

The Data thus accumulated would then be examined for association between the Individual Variable (Company Brand) and the Dependent Variable (Effect on Recruitment and Selection) by subjecting the beliefs to a chi-square test. This test calculates the probability that the info could arise by chance by itself (Saunders et al. 2009). Should the data collected, as expected, have a very low probability of taking place by chance, it could now be appropriate to test for Relationship.

Correlation coefficients range between +1 denoting a perfect positive relationship to -1 denoting a perfect negative relationship. A coefficient of No would denote utter self-reliance. (Saunders et al. 2009) However, in real life these worth are rarely obtained. Beliefs reflecting weakened or strong, positive or negative correlations are obtained and the appropriate conclusion drawn therefrom.

Given that the data gathered under this section is Categorical Ranked (Ordinal) the appropriate test for correlation is the Spearman's list correlation coefficient (Spearman's rho) would be employed to look for the relationship coefficient.

The results of the test will have addressed the aim of determining the degree of Impact of Employer Brand on Employees and potential Recruits.

Objective 3: To establish the strategies that employers can use to ensure that their brand enhances recruitment and selection.

This purpose can be assessed only when the results of the Correlation screening of Objective 2 yields a relatively strong Positive Coefficient. Within the unlikely circumstance that the evaluation of the info collected under Objective 2 yields either a Negative Correlation or Very poor relationship bordering on Freedom then this Objective will be rendered redundant. There will stay no value in wanting to identify how (the conception of) Company Brand may be used to improve Recruitment and Selection, as the study will have intimated that Company Brand has no positive Impact on Employees and Potential Recruits.

However, under the Hypothesis that there surely is a relationship and the magnitude of this relationship is significant, the study Questionnaire will be designed with a combo of open ended questions addressing the "How" and scaled questions to address the relative need for each element in the Recruitment and Selection process.

The Data thus collected under this Objective will be subjected to Content Analysis for identification of the "How" as explained under Aim 1, and the scaled questions analysed in line with the Categorical Ranked (Nominal) Data Evaluation steps discussed under Target 2.

This process will have attended to the Objective of determining how (the understanding of) Employer Brand enable you to improve Recruitment and Selection.

Ethical Issues

As layed out by Saunders et al. 2009, moral issues will arise across all stages of the Research Project and will affect all celebrations i. e. The Researcher, the Sponsor, the Gatekeeper and the Individuals.

The Sponsor has the right to useful Research, in cases like this the Sponsor will find use of the Strategies determined within Objective 3, that will enable the Company ensure the Employer Brand enhances Recruitment and Selection. Within the context of this Assignment the Gatekeeper who regulates usage of the Individuals is likely to be an integral part of the Sponsoring Company, and the protection under the law are mutually dished up.

The Researcher shouldn't be subject to undue effect by the Sponsor at the Research formulation and design stages, where in fact the Sponsor may have a predetermined summary to the research. The researcher also deserves unhindered access to Participants, without coercion from the Gatekeeper or Sponsor during the Data Collection Exercise. The usage of participants as determined in the Research Design should not be restricted nor transformed to add "favourable" participants, to be able to produce unbiased results. Finally, in the info Analysis and results, the Researcher must be shielded from any kind of affect to interpret the belief of Workplace Brand, the Effect of Employer Brand on Employees and the Ways of enhance Recruitment and Selection. The Researcher correspondingly is appreciated to analyse the info and Statement the findings without the bias and preference, and objectively present the studies i. e. let the Data gathered speak for itself.

Of frustrating concerns are Moral issues affecting the Research Individuals, key among the problems are Privateness, Voluntary Contribution, Consent, Confidentiality, Reactions, Effects and Objectivity. The Participants have the right to Level of privacy and non- intrusion in their participation. The contribution in the Research needs to be totally voluntary, without coercion or effect for the Researcher or the Sponsor, and the option to withdraw from the Research remains at the jurisdiction of the Participant.

The Participants also need to rest assured of the anonymity with their participation, as the principal Data Collection Device is a Questionnaire. This ensures confidentiality of responses, and security from any repercussion including but not limited to damage, embarrassment, pain or pain, for a reply which may be considered "unsuitable". Finally, the Members are entitled to to be treated with Esteem, and with impartiality and objectivity by the Researcher, to ensure no bias or effect has experience in the replies.


The key limitation expected in this Research proposal is the access to those prospects who aren't employed by the Company. The assumption is that the population of new employees will be representative of the total people of unselected recruits.

A precautionary note needs to be made that these assumption is countered by the fact that the Recruits who choose never to build relationships the Organisation will actually have a different perception of the organisation's Company Brand, and this data if captured will in possibility have a considerable effect on the Final Results.


The Belief of Employer Brand, as seen in the various contributions of HR experts and Management Experts, takes on an important role in the Recruitment and Selection of talent for an company. This Research is expected to produce a detailed and well noted research of the Perception of Workplace Brand among Employees, the Impact of Employer Brand on Recruitment and Selection and the derivation of Appropriate Strategies to ensure that the Workplace Brand increases Recruitment and Selection.

The Data collected and analysed as explained above will objectively allow the Company to get appropriate and relevant conclusions.

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