Service to the Nation: Prospective Participants’ Engagement With National Service in Ghana

Schroyens, Maarten; Langer, Arnim; Meuleman, Bart

doi:10.1177/0899764018824667

Cited by 6 publications

(6 citation statements)

References 66 publications

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“…Considering emotional branding as a long-lasting emotional attachment by triggering emotional responses, its application in social marketing is relevant. Several government-led campaigns are designed to develop affection, connection, engagement and passion, thereby creating a positive attitude toward the schemes and initiatives (Schroyens et al , 2019). Hence this study tries to measure the impact of emotional branding in social marketing.…”

Section: Conceptualization Through Literature Reviewmentioning

confidence: 99%

Examining the effect of emotional branding in building brand equity of social marketing campaigns: a case on Swachh Bharat, India

Manohar¹,

Kumar²,

Saha

et al. 2022

SBR

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Purpose Intervention strategies are designed by policymakers to impact people by effectively changing the environment in which people make decisions. Many government-led agencies and nongovernmental organizations promote behavioral change by adopting social marketing strategies. Social marketing uses the application of commercial ideas to influence the voluntary behavior of individuals. Under these circumstances, this study aims to examine the effect of these emerging brand-building techniques social marketing especially in public campaign. Design/methodology/approach This descriptive study collected opinions related to the constructs from 324 respondents across India. This study used statistical package for the social science and Smart partial leased square software to test the validity of the hypotheses. Findings The results of this study indicate that when the campaigns target the emotional state of the consumer, he or she crosses all boundaries like physical attributes, service parameter or even any form of assessment and provides incremental value to the campaign, thus forming a favorable behavior. Research limitations/implications This study provides insights on how emotional branding can be used for better involvement and relationship building, which leads to long-term engagement with the customers. The marketers can also get facilitated through this study by developing a new perspective of creating their advertisements through emotional branding techniques, especially with a focus on corporate social responsibility in the global environment. Originality/value In recent times, marketers have adopted a new communication strategy to build their brand through promotions that might appeal directly to customer’s emotional state, popularly termed as “emotional branding.” This new communication strategy aims at creating and nurturing a relationship between the consumer and the brand by accumulating memories, emotions, personal narratives and expectations.

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Section: Conceptualization Through Literature Reviewmentioning

confidence: 99%

Examining the effect of emotional branding in building brand equity of social marketing campaigns: a case on Swachh Bharat, India

Manohar¹,

Kumar²,

Saha

et al. 2022

SBR

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“…Graduate unemployment in Ghana is not caused by a lack of employment opportunities but rather caused by the employability skill of the graduates (Ananga et al, 2016). Studies in Ghana on national service and graduate employability have focussed on the contributions, motivation and perception of challenges associated with national service (Frimpong et al, 2015;British Council, 2016;Schroyens et al, 2019;Langer and Meuleman, 2019).…”

Section: Research Gapmentioning

confidence: 99%

“…It is, therefore, clear that lacuna exists in the literature (Frimpong et al, 2015;Schroyens et al, 2019) regarding how the mandatory national service contributes to the employability skills of tertiary graduates from a developing economy like Ghana with a high level of graduate unemployment. Feedback on the compulsory national service contribution can serve as input for a national review of policies on the national service to enhance graduates' employability in Ghana.…”

Section: Research Gapmentioning

confidence: 99%

“…The National Service Scheme of Ghana came into force in 1973 for skill development amongst tertiary graduates after the completion of an accredited degree or diploma programmes to support the national human resources needs in various sectors such as education, technology and agriculture, amongst others. National service personnel are paid an allowance of less than $100 a month after been posted to either private or public sector organisations that request their services (Frimpong et al, 2015;Schroyens et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

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The role of national service in enhancing employability skills of tertiary graduates in Ghana: a case of national service personnel in the Central Region

Segbenya

Oppong

Baafi-Frimpong

2021

HESWBL

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PurposeOne of the means to enhance the employability skills of tertiary graduates transiting into the job market has been the compulsory national service instituted by the Government of Ghana. The purpose of this study, therefore, is to examine the contribution of the mandatory national service to enhance the employability of tertiary graduates in Ghana.Design/methodology/approachThe study used the longitudinal descriptive survey design to sample 375 national service personnel (2018 and 2019 batches) of 13,874 service personnel posted to the Central Region of Ghana, and 31 employers.FindingsThe study found human relation, communication and experience to enter the job market were perceived higher by tertiary graduates in Ghana. It was also found that the preferred employers amongst tertiary graduates were the government, multinational companies and public schools. Skills mismatch between the acquired skills of tertiary graduates and the skills required by employers was also found. Responsible factor identified was the posting of personnel for national service without considering their academic background and future job aspirations. Tertiary graduates transiting into the job market after the national service preferred to be employed by the government because of the lack of entrepreneurial skills.Practical implicationsTherefore, it was recommended that the national service secretariat post national service personnel to organisations that reflect personnel's career aspiration.Originality/valueThis is original research carried out by the researchers and was not sponsored by any organisation/institution.

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“…The national service personnel (tertiary graduates) serve as the most refined job market entrants with some level of acquired employable skills as compared to their counterparts in school transiting into the job market (Ajayi, 2016;Schroyens et al, 2019). Thus, the socioeconomic effect of the COVID-19 definitely has repercussion on the fortunes of these labour market entrants in Ghana.…”

Section: Study Gapmentioning

confidence: 99%

Effect of COVID-19 on acquisition of employable skills among national service personnel in Ghana

Segbenya

Baafi-Frimpong

Oppong

2021

JWAM

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PurposeThis study examined the effect of COVID-19 on the acquisition of employable skills among national service personnel in Ghana.Design/methodology/approachThe study adopted the cross-sectional descriptive survey design from the positivist paradigm to collect data from a sample of 2,263 out of a population of 77,962 trainees (national service personnel) posted to the public (85.1%) and the private (14.9%) sectors for the 2019/2020 service year. Sampling techniques were simple random, stratify and snowball sampling techniques and Google form softcopy questionnaire was used for data collection.FindingsThe study found that COVID-19 had made workplaces and work schedules very risky for trainees' acquiring employable skills in Ghana because their employers/trainers' were unable to provide adequate PPEs for trainees. Preventive measures such as mandatory leaves, reduced workload/working hours and shift system had reduced the duration for acquiring employable skills which could affect employability and aggravate graduate unemployment in Ghana. The sustainability and quality of job opportunities presented by COVID-19 to graduate trainees-farming; trading and online teaching could also not be guaranteed.Research limitations/implicationsIt was recommended that employers/trainers should provide adequate PPEs, introduce teleworking with the necessary tools and training for their trainees. Educational institutions should provide work-based learning methods in their curricula to enhance employable skills for national service graduates. Government's support for trainees venturing into self-employed job opportunities presented by the COVID-19 was also recommendedPractical implicationsIt was recommended that employers/trainers should provide adequate PPEs, introduce teleworking with the necessary tools and training for their trainees. Government's support for trainees venturing into self-employed job opportunities presented by the COVID-19 was also recommended.Originality/valueThis paper has not been published anywhere.

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Service to the Nation: Prospective Participants’ Engagement With National Service in Ghana

Cited by 6 publications

References 66 publications

Examining the effect of emotional branding in building brand equity of social marketing campaigns: a case on Swachh Bharat, India

Examining the effect of emotional branding in building brand equity of social marketing campaigns: a case on Swachh Bharat, India

The role of national service in enhancing employability skills of tertiary graduates in Ghana: a case of national service personnel in the Central Region

Effect of COVID-19 on acquisition of employable skills among national service personnel in Ghana

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