5th Student Symposium - 2018
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Item The Influence of Employer Branding on Employee Retention Intention: A Study of Staff and Executive Level Employees in an IT and Finance Shared Service Center of a Multinational Manufacturing Company in Sri Lanka(5th HRM Student Research Symposium 2018, Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2018) Ranasinghe, E. R. P. D.; Nishanthi, H. M.Today, talent attraction and retention play major role for organizations than ever before. Companies will have to realize the many values in creating strong company cultures and employer brands if they are interested in attracting and retaining this generation's top talent. The prime purpose of this study was to assess the impact of employer branding on employee retention intention. This was a quantitative cross-sectional research study. Data was collected through a structured questionnaire. Simple random sampling technique was applied to select the sample, and the final sample consisted of 99 employees in IT and Finance Shred Service center in in Sri Lanka. The data was analyzed using SPSS, employing the correlation, regression and ANOVA tests. Findings revealed that there is no significant relationship between employer branding and employee retention. But the most important thing is some studies such as Sullivan (2017), Hade and Ahmed (2018), Ahmad and Daud (2016) also observed and experienced that there is no significant relationship between employer branding and employee retention after conducting their studies. Therefore, it suggests that organizational and cultural context can be caused to establish null relationship between employer branding and retentionItem The Impact of Employer Branding on Organizational Commitment: With Reference to Star Garments (PVT) Ltd in Katunayake(5th HRM Student Research Symposium 2018, Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2018) Kuruppu, W. K. A. S. S.; Janadari, M. P. N.In recent years employer branding has gained more attention among business personnel. The apparel industry in Sri Lanka has played major role into the competitive environment though representing the highest proportion in to the service sectors’ organization. Employer branding was played the legitimate value into that competitiveness of the trend of the modern world. The researcher has considered as the main purpose of this study was to examine the impact of employer branding on organizational commitment. By considering the dimensions of economic value, social value, and development value that cogitate the impact on organizational commitment. The final sample of the study consisted of 107 staff and executive level employees who are currently working in the Star Garments (PVT) Ltd, Katunayake. A standardized and pre-validated questionnaire was distributed among the study sample in order to collect data. The study conducted the simple regression and t-test analysis to assess the impact of employer branding on organizational commitment as well as the impact of economic value, social value and development value with considering organizational commitment. Further, the researcher was examined, with the demographic factor, that the result of gender of the respondents’ was controlled to assess the impact of the gender on the association of employer branding on organizational commitment. Findings revealed that there is a positive and moderate impact of employer branding on organizational commitment. As well as the economic value, social value and the development value were positive and moderate impact of employer branding on organizational commitment in respectively. Further, the study results revealed that gender does not significantly control the impact of employer branding on organizational commitment.