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You searched Library Catalogue - Title: Cognitive psychology/ Robert J. Sternberg and Jeff Mio.
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Call Number (WOU)
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SP CEMBA 2010 28
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Author
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Chelvam Rengasamy
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Title
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Impact of employer branding practices on employee retention / Chelvam a/l Rengasamy
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Abstract
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Retaining valuable employees is one of the most important issues for competitive
organizations today. Employees are often seen as the most valuable assets in an
organization. As competition in the labour market had intensified, companies are
embarking on strategies to attract and retain employees. Strong demand for specific skills
and with competitive labour markets for specialized skills is making difficult to retain
current employees and to recruit new employees.
Organizations are implementing branding principles to human resource management.
This strategy is called Employer Branding. Employer branding is fast becoming the talk
of the industry today. Most organizations employ branding strategies to attract and retain
employees; it is a concept which focus on the firm’s or the organization’s effort to
promote, both within and outside the firm , with a clear view of what makes it different
and desirable as an employer.
In Malaysia, while over the years the number of public higher institutions and private
higher institutions had increased rapidly, the quality of graduates and workforce coming
out of these institutions are still questionable. This situation has created an environment
of limited skilled workforce or high performance employees in Malaysia. Hence in most
major corporations and multinationals in Malaysia, the top and executive management
employees are in the 40s and 50s bracket. In time these skilled personnel will ultimately
retire and the need for replacement is crucial.In the organization that I worked, the scenario is the same. Though this multinational has been in existence for more then a hundred years globally, it is increasing facing the threat of retaining skilled and high performance employees.
Although its organizational structure and employee compensation are attractive, a
fraction of employees do leave the organization due to constant pressure from head
hunting companies and high monetary offers from competitors. Competitors offer high
remuneration packages just to attract and make the employee complete certain projects or
tasks. For the competitors it short terms gain. However for this organization losing
employees can affect its growth and long term plans to capture market share in certain
specialized areas.
Employer branding is therefore seen as the key element in attracting and retaining
existing employees. This study will analyze and show the findings on why and how
employer branding plays an important role in today’s labour market and also to meet the
expectation of organizations in meeting their visions and business goals.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2010
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Physical Description
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74 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Brand name products -- Malaysia
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Subject
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Employee retention -- Malaysia
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