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How employer brand can impact/influence recruitment and retention in businesses within the financial services sector

O'Donoghue, Ciara (2017) How employer brand can impact/influence recruitment and retention in businesses within the financial services sector. Masters thesis, Dublin, National College of Ireland.

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Abstract

This dissertation intends to research and examine the impact/influence of employer branding strategies on employee recruitment and retention in businesses within the financial services sector. The use of employer branding strategies among businesses to attract and retain high quality talent is increasing. The researcher intends to take a qualitative approach to their research, interviewing 6 HR professionals from different companies within the financial sector. From these interviews the researcher hopes to find out if they are utilizing the power of employer branding strategies and if so what are they doing to promote their employer brand and how are they measuring the return on employer branding investment. The researcher would like to find out if they are using quantifiable or unquantifiable methods to determine and measure the return on employer brand investment. The researcher would also like to find out what are the challenges they face when it comes to employer branding and where they stand in regards to how social media affects their employer brand and attraction of quality talent.

The research found that employers are making use of Employer Branding to its maximum advantage to attract the best quality talent. This is especially true when it comes to graduate as they are utilizing millennial trends and using channels such as social media to reach their desired audience.

However, it was also found that the majority of the companies that participated in the research are not using quantifiable measure and metrics to measure their return on employer branding investments. The companies make use of more intangible methods instead, such as informal feedback from applicants.

The participant companies also commented that they found that in the last few years, there has been an increase in competition for the best quality talent. They also noted that because of this they are looking into reevaluating their employer USP. Business transparency and social media were both identified as future challenges and upcoming areas in relation to recruitment within the financial services sector.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Human Resource Management > Employee Retention
H Social Sciences > HG Finance > Financial Services
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Human Resource Management
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Human Resource Management > Recruitment
Divisions: School of Business > Master of Arts in Human Resource Management
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 13 Nov 2017 11:20
Last Modified: 13 Nov 2017 11:20
URI: http://trap.ncirl.ie/id/eprint/2796

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