Employer branding practices for young talents in IT companies (Russian experience)

Kucherov, Dmitry; Zamulin, Andrey L.

doi:10.1080/13678868.2016.1144425

Cited by 26 publications

(15 citation statements)

References 8 publications

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“…For hypothesis 3, it was revealed that TD, as an EB dimension, enhances retention among employees. The finding is consistent with the previous work where TD was reported to significantly impact employees’ intent to stay in an organization (Hadi & Ahmed, 2018; Kucherov & Zamulin, 2016; Tanwar & Prasad, 2016a). The importance of TD among Indian IT professionals could be because of the rapid technological advancements due to which employees desire to acquire the required set of skills for a job (Ahmad & Daud, 2016).…”

Section: Discussionsupporting

confidence: 92%

Assessing the Nexus Between Employer Branding and Employee Retention: Moderating Role of Organizational Identification

Khan

Bharadwaj

Khatoon

et al. 2021

Management and Labour Studies

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The purpose of this study is to examine the relationship between employer branding and employee retention. Moreover, this article investigates the moderating effect exerted by organizational identification in the relationship between employer branding and employee retention. The research is cross-sectional with the data gathered from Indian IT employees through a self-administered questionnaire. The data were analysed using regression and PROCESS Macro. The findings provide empirical insights on how employer branding helps in transferring to retaining employees. Also, the moderation analysis highlights the importance of organizational identification in ensuring employees’ long-term association with an organization. The results explicate the criticality of a positive identity in strengthening the effect of employer branding on employee retention. Despite numerous studies, the literature lags in understanding the role of organizational identification as a catalyst in the relationship between employer branding and employee retention.

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Section: Discussionsupporting

confidence: 92%

Assessing the Nexus Between Employer Branding and Employee Retention: Moderating Role of Organizational Identification

Khan

Bharadwaj

Khatoon

et al. 2021

Management and Labour Studies

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“…Kashyab and Rangnekar (2016) investigated the interrelationships among employer brand perception (EBP), trust in leaders (TRT) and turnover intentions (TIs) and showed that EBP and subordinate’s TRT were negatively associated with TI. Kucherov and Zamulin (2016) studied the IT companies in Russia for understanding how employer branding can be used to attract and retain talent. The role of the HR managers is to identify the key strategy for employer branding by understanding the core benefits (functional, economic and psychological) provided by employment.…”

Section: Literature Reviewmentioning

confidence: 99%

Employer branding through crowdsourcing: understanding the sentiments of employees

Kashive

Khanna

Bharthi³

2020

JIBR

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Purpose The purpose of this paper is to explore the role of social media in creating an attractive employer brand for any organization. It investigates one of the social media Glassdoor, which is an online employer branding platform, where employees put their reviews which are both positive and negative. Analysis of these reviews can generate a lot of insights into employer branding. Design/methodology/approach The data was collected as 1,243 reviews from Glassdoor, an online crowdsourced employer branding platform for 40 top-rated employers across four different sectors, namely, Pharma, IT, retail and FMCG. Text and sentimental analyses were done using SAS visual analytical for these reviews. Findings Ten themes were generated from the text analytics which is nothing but the employer value propositions (EVPs), and they were social, interest, development and economic value as given by Berthon et al. (2005) and also others, such as work–life, management and brand value emerged. Social value came as a significant EVP followed by interest value and work–life values. Research limitations/implications This research is providing only ways to show that crowdsourced data can also be used to understand the mindset of employees regarding an employer’s image but is not providing any idea regarding how to generate the right employee value proposition. Originality/value The research has shown that employers can use crowdsourced employer branding insights to see where they stand in the employer's attractiveness spectrum. They can use innovative data analytics techniques, such as visualization for text and sentimental analysis to create employer branding intelligence strategies.

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“…External employer brand focuses on prospective applicants whom the organization are willing to give roles and responsibilities. Research on external employer brand is limited to the study on prospective employee attraction (Alshathry, Clarke, & Goodman, 2017; Arriscado, Quesado, & Sousa, 2019; Banerjee, Saini, & Kalyanaram, 2018; Hadi & Ahmed, 2018; Kucherov & Zamulin, 2016; Maheshwari, Gunesh, Lodorfos, & Konstantopoulou, 2017; Matongolo, Kasekende, & Mafabi, 2018; Saini, Gopal, & Kumari, 2015; Saini, Rai, & Choudhary, 2014; Sokro et al, 2012). On the other hand, internal-oriented employer brand focuses on the existing employees (Hochegger, 2014), that is, those who are experiencing the brand and will act as brand ambassadors of the organization.…”

Section: Review Of Literature and Research Gapmentioning

confidence: 99%

Engaging Employees Through Employer Brand: An Empirical Evidence

Bhasin

Mushtaq

Gupta

2019

Management and Labour Studies

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Practitioners and academicians are of the view that an engaged workforce is essential to attain competitive advantage. The role of employee engagement is even more critical in the service sector, as the organization’s success depends on effective service delivery by the employees who present themselves as brand ambassadors. Consequently, employers need to make strategic decisions to attract, retain and engage talent. This strategy is termed as employer branding. The objective of this study is to investigate the relationship between employer brand and two types of employee engagement, that is, job and organization engagement. A survey of 213 employees was conducted in the telecom sector in Jammu circle. Results of regression analysis indicate that all dimensions of employer brand (i.e. application, economic, interest, development and social value), except development value have a significant impact on job engagement and for organization engagement, all the dimensions except application value were significantly and positively associated. Furthermore, it was observed that dimensions of employer brand are more strongly associated with job engagement than organization engagement. The sample used for research is limited to employees in Jammu circle. Hence, the results might not be the same if samples are chosen from other geographical areas.

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Employer branding practices for young talents in IT companies (Russian experience)

Cited by 26 publications

References 8 publications

Assessing the Nexus Between Employer Branding and Employee Retention: Moderating Role of Organizational Identification

Assessing the Nexus Between Employer Branding and Employee Retention: Moderating Role of Organizational Identification

Employer branding through crowdsourcing: understanding the sentiments of employees

Engaging Employees Through Employer Brand: An Empirical Evidence

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