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Employer Branding - A valuable tool for attraction and retention in Irish organisations?

O'Sullivan, Jeyaseelie (2017) Employer Branding - A valuable tool for attraction and retention in Irish organisations? Masters thesis, Dublin, National College of Ireland.

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Abstract

The aim of this study is to provide an in-depth analysis into the usefulness of an organisation’s Employer Brand and the impact it has on candidate attraction and employee retention for Irish organisations.

Previous research into the area was focused outside of Ireland and predominantly based on the student population. This study strove to ascertain whether or not Irish organisations were justified in spending their resources in building and strengthening their Employer Brand with the aim of attraction and retention.

A quantitative method in the form of a survey was used to collect the data for this study. There were 198 participants which generated a significant amount of data. Upon analysis there were two specific findings. Firstly, that undoubtedly Employer Branding is a valuable tool in attracting candidates to Irish organisations and secondly that Employer Branding is not a valuable tool for Irish organisations in retaining their employees.

Item Type: Thesis (Masters)
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
Divisions: School of Business > Master of Arts in Human Resource Management
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 14 Nov 2017 14:32
Last Modified: 14 Nov 2017 14:32
URI: http://trap.ncirl.ie/id/eprint/2822

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