Building Employer Brand Image for accumulating Intellectual Capital

Abstract

The purpose of this research is to explore factors that build Employer Brand Image (EBI) for attracting and retaining intellectual capital comprising human capital too. The impression of an organization as an employer in the mind of current or prospect employees is called EBI. There are certain factors that shape the image of employer as a brand. Literature review suggested that researches, already done, have been carried out in Europe, Australia, and USA. The gap in literature is found that no study has been carried out to explore the social phenomenon of EBI in Pakistan; not even in South Asia. This is exploratory, qualitative, and phenomenological research. Purposive sampling is carried out using Sequential and Emergence-driven sampling technique whereas sampling method is snowballing. Total 14 semi structured interviews are taken from permanent faculty of private universities of Karachi. Numerous themes have been emerged, out of which six are categorized as core factors and the rest of them are sub-factors. Explored core factors include Organizational Culture and Environment, Package of Benefits, Training, Development and Career Progression, Market Value and Prestige, Recognition, and Location. Employers can build good EBI if they are establishing ideal working environment and positive culture, offering competitive package of benefits, providing training, development, and career progression opportunities, have good social recognition and prestige, recognizing employees’ work, and located in nearer, safer and securer area. EBI is important for employers because they can establish huge pool of applicants and social recognition as good employer, which helps picking the best talent that serves as intellectual capital.

Analysis of Cultural Education and Behavior in Colleges and Universities Based on Image Recognition Technology

“…The important reason for the long-term survival of human beings in nature is that they can quickly recognize and understand their environment and make corresponding response plans. The key is to use human's own visual system There are different opinions on the construction of the cultural education system in academia, but most of them focus on the specific content, practical approach, and guarantee mechanism of the cultural education system [10]. Relevant scholars proposed that higher vocational colleges should start with the concept system, curriculum system, implementation system, and guarantee system to build a complete professional cultural education system [11].…”