Influence Of Perceived Employer Branding On Perceived Organizational Culture Employee Identity And Employee Commitment
Journal: International Journal of Scientific & Technology Research (Vol.6, No. 8)Publication Date: 2017-08-15
Authors : Dilhani Anuradha Akuratiya;
Page : 148-153
Keywords : Employee Commitment; Employee Identity; Perceived Employer Branding; Perceived Organizational Culture;
Abstract
All organizations strive for sustainable competitive advantage in order to attain profit and survive in the increasingly competitive marketplace. In such situation human resources have become crucial to achieve competitive advantage especially in the service oriented industries. In order to achieve competitive advantage it is necessary to retain talented employees within the organization. To attract and retain talented employees within organizations employers are using employer branding to separate their organization from its competitors and build an image as a good place to work. Thus the key intention of the study was to explore influence of perceived employer branding on perceived organizational culture and employee identity and how in turn affect to increase employee commitment. In the present study employer branding model was based on culture identity and commitment in licensed financial companies. Research population consisted executive level employees of top ten licensed financial companies. Sampling method was convenience sampling and data collection instrument was questionnaire. Correlation and regression analysis was used to analyze the data. Results from the analysis showed that perceived employer branding had significant influence on perceived organizational culture and employee identity and in turn they had a significant effect on employee commitment.
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