How to use employer brand in recruitment

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Abstract

This topic of applied research method is concern with employer brand in an organisation, and how to use employer brand in recruitment and selection processes. In this research I have mentioned about research question and research objectives and also I have also mentioned about research scope, what are the limitations of this research which I will use to discover the perception of employer brand in organisation for recruitment and selection processes.

The literature review is about the employer brand in organisation and how it is helpful for recruitment and selection processes from the sources of many experts which concern with employer brand in organisation.

In the research methodology there are 2 types of theory, inductive research theory and deductive research theory. Inductive research theory investigates the topic with the use of experience, qualitative data and quantitative data as well. Deductive research theory investigates on scientific method. Then I will discuss 3 types of methods namely case study, interviews and questionnaires. Those 3 types of methods are helpful to find out how useful employer brand in organisation for recruitment and selection processes.

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For the research theory there are 2 types of research strategy, theoretical research strategy and empirical research strategy. For the theoretical research strategy, uses of straight observation or behaviour are not allowed. And for the empirical research strategy, we need to use observation, behaviour and experience for research. And check how employer brand in organisation is useful for recruitment and selection processes.

In this research I have mentioned what methodology is used for achieving objectives, what are the scope and what are the limitation of research, what type of data techniques I have used and what type of data collection tools use and how will present the data and what are the ethical issues for research.

Research question

How useful is employer brand in an organisation for recruitment and selection processes?

Research objective:

There are 4 objectives,

To assess the value of employer brand for an organisation for recruitment and selection processes.

To analyse employer brand in organisation.

To evaluate the efficient role of employer brand in an organisation for recruitment selection processes.

To evaluate the performance of organisation after using employer brand in an organisation.

Research scope

In this research scope is very big because this research is about employer brand and most of the organisation use employer brand.

Literature review

Introduction of employer brand in an organisation:

Employer brand is defined as an 'image of the organisation'. Customer brand is defined by offering product or service as well as employer brand defined by offering employment. Employer brand is also described as the sum of the company's efforts to communicate to existing and prospectus staff.

Employer brand is an image of the organisation as an employer and place to work as perceived internally and externally. The organisation's employee value proposition (EVP) talks their image that image to their target market and rain forced why talented people want to join the organisation

Features of employer branding

1 Employer branding is useful for external and internal activities of organisation

2 Employer branding is useful in human resources management as marketing literature

3 Employer branding is useful in human resources activities like recruitment and selection processes and in advertising in external and internal communication and also in bench marking.

4. The aim of employer branding is to attracts a new employees of quality and maintain surviving employee.

5. With the help of the employer branding organisation gain the talent in high quality motivated and high performing workforce for the competitive advantage.

Importance of employer brand in an organisation:

Although the unsure market, hence the require to attract and maintain top performers remain key to organisation success by differentiate oneself from the competition by encouraging strength and prove the values make sure that the organisation stay forward of the pack and turn into an employer of choice through both boom and recession times.

Employer branding research can help to identify,

1. What type of employees need from employer?

2. How prospective employees think about their employer and competitors?

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3. How company act upon the most essential factors for target market?

4. How vision is vary by different kind of employees' division section around the world?

5. What changes organisation has to make to their EVP in generally and by particular market?

Objective of the employer brand in an organisation:

There are 5 main objectives of employer brand in an organisation

Arrangement of employers branding objectives to organisation vision and values.

To improve recruitment and selection processes performance

To compete for local labours

To increase employee satisfaction

To improve organisation performance

How employer brand is useful for recruitment and selection processes:

In today's era employer brand is important to gain competitive advantage. Employer brand is considered as tool to recruit, select and maintain talent.

In the human resources management employer brand is very useful for recruitment and selection processes. Human resources management uses employer brand for main 3 reasons

1 for organisation culture and employee fit

2 to get positive outcomes for recruitment and selection processes

3 to maintaining talent with organisation importance and team based culture

The competitive advantage of employer brand in an organisation:

With the help of employer brand in an organisation , it makes candidates more faster and better

The recruitment and selection process the cost reduce by the employer brand.

Cost per employee is going down.

Employer brand makes organisation different from the competitors

For new talent salary level is also less important

With the help of employer branding employees improve their performance

For the organisation a strong employer brand is very important as capital and good will and it also important for gain competitive advantage. Strong employer brand is observed, is recognised and is like a magnet. A strong employer brand is capable to attract engage the talent. Employer brand indicates what employer wants to be? How this is being perceived internally and externally? The primary purpose of employer branding is to establish a positive meaningful differentiated presence in the employment market that will increase the ability to attract and retain the talents organisation need for success. Employer branding is promoting to target groups internally and externally, it's a clear view of what makes organisation different and desirable as an employer of your choice. Strong employer brand give the answers;

1 what kind of organisation is this?

2 what are they doing?

3 how do they make money?

4 who are involved?

5 what do they find here?

6 what engages them?

7what does it bring them?

8 why would I like to work here

9 what could or would be my challanges?

There are 2 dimension of employer branding

1. Formal employer branding

2. Informal employer branding

1 Formal employer branding:

In the Formal employer branding everything does by intentionally like to get the position and promote the organisation for employer of choice towards employees and potential employees

2. Informal employer branding:

In the informal employer branding, employer brand is not what organisation want but it what people tell it is.

According to sir Terry Lehy CEO of TESCO "your brand is what people say about you when you leave the room"

You don't attract who you want, you attract who you are.

1 what you are doing and don't do

2 what you say and promise you will do

3 what makes you unique and distinguishing

4 what you all believe as the right way to do

Employer brand +

Employee experience =

Employer brand strength

The image an organisation has in the mind of employees and external key talents being and an employer of choice

Actual delivery of the promise throughout the employee life cycle by contemporary HR management

Attraction of quality talent employee engagement and retain positive differentiation on employment market stakeholder engagement.

Employer brand process:

Employer brand is an important process for gaining competitive advantage over the competitors here is frame work for employer brand process

Employer brand is 3 steps process

Brand insight

Brand development

3.Implementation

Competitor analysis

Brand positioning vs. competition

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Understanding vision for the business and employees

Understanding best of the current employee experience and improvements

Alignment of the employer brand

Concept development

Concept testing

Refinement and development

Recruitment guidelines and roll out for recruitment agency

Design of internal launch process

Production of commas materials internally and externally

Employee vision personality Employee value communication strategy

Key messages strength to improve proposition brand book communication tools

However it might not be possible for every organisation follow such framework as it might not yield the same result for every firm.

Advantage of strong employer brand in an organisation:

A strong employer brand will give the competitive advantage to the employer. With the help of employer brand organisation increase their volume of quality unsolicited applicants, attract higher quality talent and enjoy higher offer acceptance rates. Employer brand also increase employee referrals, retain employees longer and improve their motivation.

Chapter 3: Methodology

Methodology is a picture of processor or methodology is a set of procedure or methods.

In the research methodology, 2 types of theory accessible inductive theory and deductive theory. For the inductive theory, investigation is done by using experience, qualitative data and quantitative data. For deductive theory investigation is done by using of scientific method.

(ref.-1)

For find out the perception of employer brand in an organisation for recruitment and selection processes I will use deductive theory. Deductive theory is a scientific method of investigation. There are five stages in this theory the first stage is explanation of event by theory development. In second stage of deductive theory, if the theory is true observation the relationship between at least two variables. In the third step, observation base upon the use of measurement by testing theory. In the forth step of deductive theory testing the theory by drawing conclusion from the observation. In the fifth step of the deductive theory, relating the implication of conclusion back to the theory either verifying or falsifying the theory.

I will use deductive method for research because it is a theory base research so it is easy to get the data from theory.

Type of data:

For the research after data collection techniques, I need to do what type of data I will use for the research; there are 2 types of data accessible.

Primary data: This data based on a pure research where the data or information for research is not exists

Secondary data: This data based on the information which already exists and the secondary sources like internet, prediction, government publication.

In this research I will use secondary data it based on the information which already exists and the secondary sources like internet, prediction, government publication. So this technique is easy for analysis the data

Data collection techniques:

There are 2 types of data collection techniques

Quantitative data collection technique: This type of data collection technique uses the numerical data or the measurement which is based upon hard fact.

Qualitative data collection technique: This type of data collection technique uses interviews, questionnaires and case study for the research

For the perception of employer bran in an organisation for recruitment and selection processes I will use qualitative data collection techniques for this research it will be useful. In this data collection technique I will use interviews, questionnaires and case study for data collection. For the recruitment and selection processes interviews and questionnaires are very use full and it held by HR manager because they have a good knowledge about recruitment and selection processes in an organisation.

The method of Interviews and Questionnaires

For any research, researcher need data therefore researcher use different data collection techniques. In this research I collect the data from interviews and questionnaires it is useful to find out the difficulties for recruitment and selection processes. It also useful to know the perception of employer brand in an organisation for recruitment and selection processes. With the help of interviews and questionnaires methods researcher collect the data and the ideas for the research and get the possible outcome. This method of interviews and questionnaires is definitely helpful in recruitment and selection processes for employer brand in an organisation.

In this type of data collection first prepare questionnaires then pare prospect list and then conduct interviews and then analysis the results.

The method of case study

To investigate the perception of employer brand in an organisation how it could be used for recruitment and selection processes case study method is very useful. Most of the researcher do their research on case study and gain good knowledge and experience. Case study based on actual facts so its gives information which already exists. And case study method suitable tool which creates accessible experience of practical life of employer brand in an organisation. To assess the value of employer brand, to analyse employer brand, to know the role of employer brand for recruitment and selection processes in an organisation case study method is very helpful because the case study present the theoretical real business issues and also practical experience.

This research method provides the information to know the important of employer brand in an organisation. In this research I will using and analyse both of quantitative and qualitative methods.

In the data collection techniques I chose 3 methods of data collection techniques interviews, questionnaires and case study. Interviews will helpful with oral and questionnaires will assist with written form of questions and case study will useful with theoretical end practical experience which would guide by the past cases and obtain existing alternatives from the case study.

For this research I not use inductive research method because if I choose inductive research method than it needs to take experience first then I get the result.

Research strategy:

There are 2 types of research strategy theoretical research strategy and empirical research strategy.

Theoretical research strategy: In this type of research strategy, researcher with the help of the others writing usually without any straight involvement in observation or behaviour and the collection of real facts for research.

Empirical research strategy: In this type of research strategy, researcher does the research based on observation, behaviour and experience. (ref 1)

In this research I will use empirical research strategy because it based upon observation, behaviour and in real collection of evidence, it will give true position of the research.

Ethical issue in research:

In this research we need to analyse the all who involved in process. In this process client means organisation, supplier means researcher and participants are involved there are different type of ethical issues the nature of research obligation of and to client are involves. Conducting the research involved the proof of collection integrity of researcher and honesty and trust are involved. In data processing use the human subject, data accuracy sampling and data protection are involved and in reporting the research publication, plagiarism, referencing intellectual property, assistance of the other and misrepresentation of work are involved.

Limitations of the research

Following are the limitation for the research

1. Time limitation: some people have no time for questionnaires

2. Some answers would not suitable.

3. When asking the questions to the expert they wouldn't be answering our questionnaires.

Conclusion:

Hence, in this research I found the importance of employer brand in an organisation and it could help for recruitment and selection process by the help of methodology and through the interviews, questionnaires and case study. From the method of interviews I gain the verbal communication, from the questionnaires I improve my face to face communication skills with the experts and from the case study I got the important knowledge about the research.

And it also shows the how useful the employer brand in an organisation to achieve their goal.

This type of research increases the knowledge and also gives the experience to the management which guides to in future growth.