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An Exploratory Analysis of The Effect of Employer Branding on Attraction and Retention of Employees in The Drinks Industry in Ireland

Cahill, Paul (2018) An Exploratory Analysis of The Effect of Employer Branding on Attraction and Retention of Employees in The Drinks Industry in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

Employer Branding is a relatively new concept that is of great interest to organisations due to the many benefits it can bestow on them when managed successfully. Due to its relatively recent conception the academic research into this topic is relatively lacking and so it is worthy of further investigation and research. It is also an area of interest to the author and his employer company.

The purpose of this research was to explore the impact of employer branding on employee attraction, in terms of recruitment, and employee retention within the drinks industry in Ireland. The method of analysis used was quantitative research using separate scales for attraction and retention. The measurement of attraction was assessed using the EmpAt scale while the measure of retention was assessed using the TIS-6 scale, both of which are well established and validated scales.

The purpose of this research was to explore the impact of employer branding on employee attraction, in terms of recruitment, and employee retention within the drinks industry in Ireland. The method of analysis used was quantitative research using separate scales for attraction and retention. The measurement of attraction was assessed using the EmpAt scale while the measure of retention was assessed using the TIS-6 scale, both of which are well established and validated scales.

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 > Specific Industries > Hospitality Industry
Divisions: School of Business > Master of Arts in Human Resource Management
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 24 Oct 2018 09:22
Last Modified: 24 Oct 2018 09:22
URI: http://trap.ncirl.ie/id/eprint/3304

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