An Exploratory Analysis of the Effect of Employer Branding On Attraction and Retention of Employees in the Technology Industry in Ireland

Creedon, Daniel (2023) An Exploratory Analysis of the Effect of Employer Branding On Attraction and Retention of Employees in the Technology Industry in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

Employer branding for organisations, is a relatively new concept in which traditional marketing concepts of branding are applied to human resources – which when designed and implemented correctly an organisation can reap a myriad of benefits that would not be achievable otherwise (Ruchika & Prasad, 2017). The multiple benefits which a company can experience are investigated and outlined in numerous academic articles surrounding this topic, but two of the primary benefits which have been seen to re-occur on a regular basis are attraction and retention of employees in an organisation.

This research project will explore the impact different elements of employer branding has on both employee attraction and retention. The author utilised quantitative research methods using two separate scales of measuring attraction Employer Attractive Scale (EmpAt Scale), and retention - Turnover Indication Scale (TIS-6 scale) – both of these scales have been utilised previously in numerous other studies conducted in different industries, but never to the technology industry in Ireland.

Item Type:	Thesis (Masters)
Supervisors:	Name Email -, - UNSPECIFIED
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 H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Human Resource Management H Social Sciences > HD Industries. Land use. Labor > Specific Industries > I.T. Industry
Divisions:	School of Business > Master of Arts in Human Resource Management
Depositing User:	Tamara Malone
Date Deposited:	17 Jan 2024 17:34
Last Modified:	17 Jan 2024 17:34
URI:	https://norma.ncirl.ie/id/eprint/6930

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