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Author: search.filters.author.Rebecca, E.Subject: search.filters.subject.Employee Engagement

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    ASSESSMENT ON THE INFLUENCE OF STRATEGIC COMMUNICATION ON EMPLOYEE ADVOCACY ON SOCIAL MEDIA: A CASE STUDY ON A LEADING CONGLOMERATE IN SRI LANKA
    (Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Peiris, W.S.S.; Rebecca, E.
    The drastic changes in business organizations have today challenged relationships of an organization. As former studies have suggested, at present this has led to the problem of lack of proper employee advocacy where with low level of engagement of employees have worsened the practical context. As a result, an existing requirement to assess the need of strategic communication to promote employee advocacy was identified. This growing trend of need for positive word-of-mouth and employee engagement has been researched by different authors. However, an existing evidence gap was identified to identify how strategic communication promotes employee advocacy through an internal focus of the organizational relationships. Hence, the research study was conducted, as the philosophical stance the positivism was selected, taking a deductive approach, to conduct a quantitative study using simple random sampling technique focusing on the cross-sectional time horizon. As a case-study approach was adopted, as the unit of analysis a leading conglomerate of Sri Lanka was selected. Out of a population of 2100 employees, a sample of 386 participants were selected and an online questionnaire-based data collection was undertaken. From such data has been analyzed taking IBM SPSS Software to derive inferential statistics. According to the findings of the study it has been identified that there is a significant relationship between strategic communication and employee advocacy. As r = 0.681 a significant positive relationship was observed. The study provided recommendations for strategic leaders and managers to develop foresight in promoting employee advocacy with a keen focus on strategic communication which allow the successful creation of positive brand image and enhance engagement, which will ultimately help organizations to achieve its strategic intent.
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    EXPLORING THE RELATIONSHIP BETWEEN EMPLOYER BRANDING AND EMPLOYEE RETENTION OF STAFF LEVEL EMPLOYEES: THE MEDIATION EFFECT OF EMPLOYEE ENGAGEMENT IN THE APPAREL SECTOR COMPANIES AT KATUNAYAKE EXPORT PROCESSING ZONE, SRI LANKA
    (Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Karunathilaka M.G.M.U.; Rebecca, E.
    Employee retention remains a critical task in Sri Lankan apparel sector, particularly in the Katunayake Export Processing Zone (EPZ). Using employee engagement as a mediator, this study uses a quantitative research design to investigate the link between employer branding and employee retention.126 staff-level employees from three apparel companies in the Katunayake Export Processing Zone (EPZ), Sri Lanka were asked to complete a structured questionnaire with a 5-point Likert scale. Representativeness across subgroups was guaranteed by the stratified random sampling technique.Using SPSS, statistical analyses were conducted to assess the hypotheses, including correlation, regression and mediation analysis. To improve engagement and retention, those findings highlight the necessity of a strong brand and a positive work environment.The examine gives actionable insights for groups to cope with retention challenges, emphasizing the importance of strategic employer branding and fostering engagement. However, the studies are restrained via its attention at the Katunayake EPZ, go-sectional layout, and reliance on self-suggested information.Future studies must explore longitudinal research, extra variables along with management and repayment, and tailor interventions to organizational contexts. The findings function a realistic framework for enhancing employee retention in competitive industries.