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An Investigation into the Impact of Employer Brand on Attracting and Recruiting Employees in a Non-Profit Organisation in Ireland

Hughes, Leah (2018) An Investigation into the Impact of Employer Brand on Attracting and Recruiting Employees in a Non-Profit Organisation in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

This research intends to investigate the impact employer brand has on recruitment and attraction in non-profit organisations in Ireland. The topic of employer branding has become increasingly popular in the field of Human Resources in recent years. Employer brand is generally associated with corporate organisations and there is limited research on employer brand in non-profit organisations. The aim of this research is to investigate employer brand in a non-profit organisation. The researcher will take a qualitative approach in their research and will interview 9 individuals that work in a non-profit organisation in Ireland. The research design is a case study. The interviews conducted will be semi-structured interviews and thematic analysis will be used to analyse the interviews. From conducting these interviews, the researcher hopes to gain a better understanding of what attracts individuals to non-profit organisations.

The researcher found that the employer brand does have an impact on recruitment and attraction in non-profit organisations. Six themes emerged from the interviews. It was found that trust plays an important role in non-profit organisations for the brand. If there is no trust or honesty associated with the brand, then individuals will not want to work with the organisation. Many of the participants noted that they were not aware of the brand before they applied for a position. However, they carried out research on the employer brand and then continued with the recruitment process when they could not see anything negative. Some participants furthermore noted that it was the values of the organisation and the work that the organisation carried out that attracted them to working in it. This research additionally showed that individuals in non-profit organisations have an emotional attachment to the employer brand.

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
H Social Sciences > HD Industries. Land use. Labor > Non Profit Organisations. Voluntary Sector.
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: 24 Oct 2018 15:18
Last Modified: 24 Oct 2018 15:18
URI: http://trap.ncirl.ie/id/eprint/3322

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