TECHNICAL AND HIGHER EDUCATIONAL INSTITUTIONS OF ODISHA: A STUDY ON IMPACT OF EMPLOYER BRANDING AND ORGANISATION ATTRACTIVENESS ON CITIZENSHIP BEHAVIOR

The focus of this research paper is to analyze the impact of employer branding and organization attractiveness factors on organization citizenship behavior of faculties in Odisha universities covering technical and higher education context. Data were collected from 350 faculties working in different universities of Odisha. Structured questionnaire were used to gather the data for the study. Results of regression analysis have revealed employer branding factors like brand knowledge, brand internalization, brand equity, institutional culture and recognition of effort found to be strong and positive predictor of citizenship behavior .organization attractiveness in the form of respectful work environment and attractive place of employment, work place fun and informality, healthy association between employer and faculties had shown positive influence on OCB. Organization citizenship behavior is the increasingly desirable form of employees behavior where motivation for employer branding and attractiveness of institution must play a significant role .These concepts should be treated as an effective technological tool in the hand of management and must be adopted strongly in Technical educational institutions as well as in other sectors to attract and retain potential employees.