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Employer Branding: A useful Strategy on Recruitment and Retention of Employees in Irish Retail Organisations

Ogunsola, Kemi Titilayo (2021) Employer Branding: A useful Strategy on Recruitment and Retention of Employees in Irish Retail Organisations. Masters thesis, Dublin, National College of Ireland.

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Abstract

The aim of this study is to provide a comprehensive assessment of the significance of an organisation's Employer Brand, as well as its impact on candidate recruitment and worker retention utilising the Irish retail industry as a case study.

Earlier studies into the subject had mainly concentrated on the population of students and had taken place outside of Ireland. The goal of this study was to see if Irish retail companies were appropriate in investing more money in creating and improving their Employer Brand in order to recruit and retain employees.

A quantitative method in the form of a survey was used to collect the data for this study. There were 75 participants which generated a significant amount of data. Upon analysis there were two specific findings. Firstly, the elements of Employer Brand influenced participants' turnover intent, and hence would also be useful in retaining staff. This research suggests that Employer Branding has a link to Turnover Intent and, as a result, might be an effective instrument in retaining staff in Irish retail businesses. The researcher discovered the second set of results to be mostly in line with the research and literature she had read, as well as her personal opinions. The researcher recognizes, moreover, that what is valuable to her might not have been valuable to everyone else. In terms of evidence demonstrating a link between Employer Brand and retention, it indicates that the elements of Employer Brand identified by O'Sullivan (2017) affect participants' intention to stay or quit their company.

Nonetheless, this study has demonstrated that Employer Brand is a significant way of attracting and hiring applicants to Irish retail companies and that it is an issue worth investing in. Companies' recruitment costs can be highly costly, therefore establishing a solid Employer Brand that is both identifiable and significant in the market will be
extremely valuable.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Human Resource Management > Employee Retention
D History General and Old World > DA Great Britain > Ireland
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Human Resource Management > Recruitment
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions: School of Business > Master of Arts in Human Resource Management
Depositing User: Clara Chan
Date Deposited: 26 Jan 2022 17:54
Last Modified: 26 Jan 2022 17:54
URI: http://norma.ncirl.ie/id/eprint/5340

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