The Impact of Employer Brand on Retaining the Knowledge Employees in the Telecommunication Sector in Sri Lanka
Keywords:
employer brand, job satisfaction, employee retention, knowledge
Abstract
The research aims to find out the impact of employer brand on retaining the knowledge employees in the telecommunication sector in Sri Lanka. By using the primary data, the researcher tends to find the factors which make the knowledge employees more attractive and to identify the impact of employer brand on retaining the knowledge employees with identifying the mediating effect of Job satisfaction. Based on this findings telecommunication sector’s brand has significant impact on knowledge employee retention. Also it was found that there is a mediating effect of job satisfaction in between employer brand and employee retention. Multiple regression revealed that dimensions of employer brand such as economic value, social value, interest value and reputation value significantly affect the knowledge employee retention but the dimensions of development value, application value and personal value are not significant. Furthermore, a simple regression analysis showed that there is a significant impact employer brand on job satisfaction and knowledge employee retention.
References
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3. Ambler, T. & Barrow, S. (1996). The employer brand. The Journal of Br& Management, 4, 185-206.
4. Backhaus, K. & Tikoo, S. (2004). Conceptualizing & researching employer branding. Career Development International, 9(4/5), 501-17.
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6. Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research. Conceptual, strategic, & statistical considerations. Journal of Personality & Social Psychology, 51, 1173-1182.
7. Bartolo, K. & Furlonger, B. (1999). Leadership & job satisfaction among aviation fire fighters in Australia, Journal of Managerial Psychology, 15, 87-97.
8. Berthon.R, Ewing.M & Hah.L (2005). Captivating Company. Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2),151–172.
9. Bhatnagar .J & Srivastava .P. (2008), Strategy for Staffing. Employer Branding & Person-organisation Fit. Indian Journal of Industrial Relations,44(3), 35–48. |
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11. Biswas & Suar (2013). Antecedents & Consequences of Employer Branding, Journal of Business Ethics, doi: 10.1007/s10551-014-2502
12. Blau, Peter M. (1964). Exchange & Power in Social Life. New York, NY. John Wiley.
13. Bowes, B.J. (2008). Being an employer of choice has bottom-line benefits; CMA Management, 82(7), 14-15.
14. Cable, D. M., & Turban, D. B. (2001). Establishing the dimensions, sources & value of job seekers' employer knowledge during recruitment. Research in Personnel & Human Resources Management, 115–163.
15. Chipunza, C., Samuel, M.O. (2009). Employee retention & turnover. Using motivational variables as a panacea. African Journal of Business Management, 3(8),410-415.
16. George.C, (2015). Retaining professional workers. What makes them stay? Employee Relations, 37 (1), 102 – 121 doi: 10.1108/ER-10-2013-0151
17. Chong, C. W., Chong, S. C., & Heng, P. Y. P. (2006). KM implementation in Malaysian telecommunication industry. An empirical analysis. Industrial Management & Data Systems, 106 (8), 1112-1132.
18. Cohen, L., Manion, L., & Morrison, K. (2011). Research Methods in Education (7th ed.). London. Routledge.
19. Collins, C.J. & Stevens, C.K. (2002).The relationship between early recruitment-related activities & the application decisions of new labor-market entrants. A brand equity approach to recruitment. Journal of Applied Psychology, 87 (6),1121-233.
20. Direnzo, M.S. & Greenhaus, J.H. (2011. Job search & voluntary turnover in a boundary less world. a control theory perspective.Academy of Management Review, 36 (3), 567-589.
21. Drucker, P.F. (1954). The practice of management. New York. HarperCollins Publishers.
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23. Griffeth, R. W., Hom, P. W., & Gaertner, S. (2000). A meta-analysis ofantecedent’s and correlates of employee turnover. Update, moderatortests, & research implications for the next millennium. Journal of Management,26, 463–488.
24. Hackman, J.R. & Oldham, G.R. (1975). Development of the job diagnostic survey. Journal of Applied Psychology, 60, 159-70.
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26. Hausknecht, J.P., Rodda, J. & Howard, M.J. (2009). Targeted employee retention, performance based & job-related differences in reported reasons for staying. Human Resource Management, 48 (2) 269-288.
27. Heilmann, P.A.K. (2010). Employer brand image in a health care organization. Management Research Review, 33 (2), 134-144.
28. Hosain.S (2011).Impact of Best HRM Practices on Retaining the Best Employees. A Study on Selected Bangladeshi Firms. Asian Journal of Social Sciences & Management Studies. 3 (2), 108-114.
29. Irena Figurska & Ewa Matuska (2013). Employer Branding As aHuman Resources Management Strategy; Human Resources Management & Ergonomics; 7 (2), 201.
30. Judge, T.A., Bono, J.E. & Locke, E.A. (2000). Personality & job satisfaction. the mediating role of job characteristics. Journal of Applied Psychology,85 (2), 237-49.
31. Klassen, R. M., Usher, E. L., & Bong, M. (2010). Teachers' collective efficacy, job satisfaction, & job stress in cross-cultural context. The Journal of Experimental Education, 78, 464–486.
32. Knox & Bickerton, (2008). The six conventions of corporate branding. European Journal of marketing 37(7/8).998-1016 doi:10.1108/03090560310477636
33. Kossek.E. & Ozeki, C. (1998). Work–family conflict, policies, & the job–life satisfaction relationship. A review & directions for organizational behavior–human resources research. Journal of Applied Psychology, 83(2), 139-149.DOI.10.1037/0021-9010.83.2.139
34. Kossek.E & Sharon A. Lobel (1996). Managing Diversity. Human Resource Strategies for Transforming the Workplace Cambridge, MA. Blackwell Publishers Ltd ISBN 1-55786-597-3
35. Kossivi, B., Xu, M. & Kalgora, B. (2016). Study on Determining Factors of Employee Retention. Open Journal of Social Sciences, 4, 261-268. doi. 10.4236/jss.2016.45029
36. Kumarasinghe Sirisena.P.G.K. (2016). Next Challenges in the Sri Lankan Telecommunication Industry: Thrive and Survive. Certified Manager, 1, 5-8
37. Levinson, H. (1965). Reciprocation. The relationship between man & organization.Administrative Science Quarterly, 9, 370–390.
38. Lievens, F., Hoye, G. V., & Anseel, F. (2007).Organizational Identity & Employer Image. Towards a Unifying Framework, British Journal of Management, 18, 45-59.
39. Lloyd, S (2002). Branding from the inside out. Business Review Weekly, 24 (10),64-6.
40. Locke, E. (1976). The nature and causes of job satisfaction. In M. D. Dunnette (Ed.), Handbook of industrial and organizational psychology. Chicago, IL: Rand McNally.
41. Love, L.F. & Singh, P. (2011). Workplace branding. leveraging human resource management practices for competitive advantage through Best Employer Surveys. Journal of Business Psychology, 26, 175-181.
42. Mandhanya, Y. & Maitri, S. (2010). Employer branding. A tool for talent management. Global Management Review, 4 (2), 43-48
43. Mansoure.M.F, Ali Hamidizadeh and Jabbar.B (2016). The Impact of Employer Brand on
44. Martin, G., & Beaumont, P.B. (2003). Branding & HR. What’s in a Name? London. Chartered Institute of Personnel & Development.
45. Martin, G. (2009). Driving Corporate Reputations from the Inside. A Strategic Role & Strategic Dilemmas for HR. Asia Pacific Journal of Human Resource Management, 47, (2), 219–235.
46. Martin, G., & Gollan, P. J., et al. (2011). Is there a bigger & better future for employer branding? Facing up to innovation, corporate reputations & wicked problems in SHRM. International Journal of Human Resource Management, 22(17), 3618–3637
47. Martins.E.C, Meyer.H.W.J., (2012). Organizational & behavioral factors that influence knowledge retention. Journal of Knowledge Management, 16 (1), 77 – 96
48. Maurya&Mishra (2012). What is a brand? A Perspective on Brand Meaning; European Journal of Business & Management4 (3).
49. Maxwell, R. & Knox, S. (2009). Motivating employees to live the brand. a comparative case study of employer brand attractiveness within the firm. Journal of marketing management, 25, (9-10), 893-907.
50. Mosley, R.W. (2007). Customer experience, organizational culture & the employer brand. Journal of Br& Management,15 (2), 123-34.
51. Nair, S.S. (2009). Employee Retention. Retrived from. http.// www.articlesbase.com/human-resources-articles/employeeretention- 995426.html. [Last retrieved on 2017 May 23].
52. Nonaka, I. (1994). A dynamic theory of organization knowledge creation. Organization Science, 5 (1), 14-38.
53. Nunnally, J.C. (1978). Psychometric theory (2nd edition). New York. Mc grow Hill. Page 245
54. Olusegun & Solomon Oyetola (2013). Influence of Job Satisfaction on Turnover Intentions of Library Personnel in Selected Univerisities in South West Nigeria. Library Philosophy & Practice (e-journal). Paper 914
55. Pardo.C, Alfonso.W, (2017). Applying attribution theory to determine the factors that lead to the failure of entrepreneurial ventures in Colombia. Journal of Small Business & EnterpriseDevelopment, 24(3), 562-584,DOI. 10.1108/JSBED-10-2016-0167
56. Pingle, S. & Harleen, S. (2011). What Makes an Attractive Employer?. Significant Factors from Employee Perspective. Anvesha- A Journal of IES College & Research Centre, 4 (2). 18-25.
57. Rajendran, M. & Chandramohan, R. (2010). Job Satisfaction- An Overview, Personnel Today, 30(4).
58. Ritson, M. (2002). Marketing & HE Collaborate to Harness Employer Brand Power, Marketing, 24, October. 24
59. Schlager, T., Bodderas, M., Maas, P., & Cachelin, J. L. (2011). The influence of the employer br& on employee attitudes relevant for service branding. an empirical investigation. Journal of Services Marketing,25(7), 497–508.Doi.10.1108/08876041111173624
60. Scullion.H, Collings.D, (2012). Talent management decision making. Management Decision, 50 (5),925-941, doi:10.1108/00251741211227663.
61. Sekaran, U. (2007). Research methods for business. A skill building approach. UK. John Wiley & Sons.
62. Sivertzen, A.M., Nilsen, E.T. & Olafsen, A.H. (2013). Employer branding. Employer attractiveness & the use of social media, Journal of Product & Brand Management, 22(7), 473-483.
63. Sobel, M. E. (1982). Asymptotic intervals for indirect effects in structural equations models. In S. Leinhart (Ed.), Sociological methodology. 290-312.
64. Sokro.E (2012). Impact of employer branding on employees attraction & retention. European journal of business & management. 4,(18),164-173.
65. Tanwar, K. & Prasad, A. (2016). Exploring the relationship between employer branding & employee retention. Global Business Review, 17(3), 1-21.
66. Tanwar, Prasad, (2017). Employer brand scale development & validation. a second orderfactor approach. Personnel Review, 46 (2), 389-409, DOI.10.1108/ PR-03-2015-0065.
67. Vasantha (2018), Employer Brand as a Predictor of Employee Satisfaction. Indian Journal of Public Health Research and Development 9(2):47. DOI: 10.5958/0976-5506.2018.00089.
68. Wilden.R, S.Gudergan & I.Lings (2010). Employer branding. Strategic implications for staff recruitment. Journal of Marketing Management; 26(1-2), 56-73.
2. Alvesson, M. (2000). Social identity & the problem of loyalty in knowledge-intensive companies. Journal of Management Studies, 37(8), 1101-1111.
3. Ambler, T. & Barrow, S. (1996). The employer brand. The Journal of Br& Management, 4, 185-206.
4. Backhaus, K. & Tikoo, S. (2004). Conceptualizing & researching employer branding. Career Development International, 9(4/5), 501-17.
5. Barber, A. E. (1998). Recruiting employees, Thousand Oaks, CA: Sage Publications
6. Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research. Conceptual, strategic, & statistical considerations. Journal of Personality & Social Psychology, 51, 1173-1182.
7. Bartolo, K. & Furlonger, B. (1999). Leadership & job satisfaction among aviation fire fighters in Australia, Journal of Managerial Psychology, 15, 87-97.
8. Berthon.R, Ewing.M & Hah.L (2005). Captivating Company. Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2),151–172.
9. Bhatnagar .J & Srivastava .P. (2008), Strategy for Staffing. Employer Branding & Person-organisation Fit. Indian Journal of Industrial Relations,44(3), 35–48. |
10. Bidisha, L. D & Mukulesh, B. (2013). Employee Retention. A Review of Literature. Journal of Business & Management, 14, 8-16.
11. Biswas & Suar (2013). Antecedents & Consequences of Employer Branding, Journal of Business Ethics, doi: 10.1007/s10551-014-2502
12. Blau, Peter M. (1964). Exchange & Power in Social Life. New York, NY. John Wiley.
13. Bowes, B.J. (2008). Being an employer of choice has bottom-line benefits; CMA Management, 82(7), 14-15.
14. Cable, D. M., & Turban, D. B. (2001). Establishing the dimensions, sources & value of job seekers' employer knowledge during recruitment. Research in Personnel & Human Resources Management, 115–163.
15. Chipunza, C., Samuel, M.O. (2009). Employee retention & turnover. Using motivational variables as a panacea. African Journal of Business Management, 3(8),410-415.
16. George.C, (2015). Retaining professional workers. What makes them stay? Employee Relations, 37 (1), 102 – 121 doi: 10.1108/ER-10-2013-0151
17. Chong, C. W., Chong, S. C., & Heng, P. Y. P. (2006). KM implementation in Malaysian telecommunication industry. An empirical analysis. Industrial Management & Data Systems, 106 (8), 1112-1132.
18. Cohen, L., Manion, L., & Morrison, K. (2011). Research Methods in Education (7th ed.). London. Routledge.
19. Collins, C.J. & Stevens, C.K. (2002).The relationship between early recruitment-related activities & the application decisions of new labor-market entrants. A brand equity approach to recruitment. Journal of Applied Psychology, 87 (6),1121-233.
20. Direnzo, M.S. & Greenhaus, J.H. (2011. Job search & voluntary turnover in a boundary less world. a control theory perspective.Academy of Management Review, 36 (3), 567-589.
21. Drucker, P.F. (1954). The practice of management. New York. HarperCollins Publishers.
22. Drucker. P. F. (2006). Management Challenges for the 21st Century. China Machine Press, Beijing.
23. Griffeth, R. W., Hom, P. W., & Gaertner, S. (2000). A meta-analysis ofantecedent’s and correlates of employee turnover. Update, moderatortests, & research implications for the next millennium. Journal of Management,26, 463–488.
24. Hackman, J.R. & Oldham, G.R. (1975). Development of the job diagnostic survey. Journal of Applied Psychology, 60, 159-70.
25. Haider. M, Rasli .A, Akhta. C. S., Yusoff. R. B. M., Malik. O. M., Aami. A., Arif. A., Naveed. S. & Tariq. F. (2015). The Impact of Human Resource Practices on Employee Retention in the Telecom Sector; International Journal of Economics & Financial Issues, 5, 63-69.
26. Hausknecht, J.P., Rodda, J. & Howard, M.J. (2009). Targeted employee retention, performance based & job-related differences in reported reasons for staying. Human Resource Management, 48 (2) 269-288.
27. Heilmann, P.A.K. (2010). Employer brand image in a health care organization. Management Research Review, 33 (2), 134-144.
28. Hosain.S (2011).Impact of Best HRM Practices on Retaining the Best Employees. A Study on Selected Bangladeshi Firms. Asian Journal of Social Sciences & Management Studies. 3 (2), 108-114.
29. Irena Figurska & Ewa Matuska (2013). Employer Branding As aHuman Resources Management Strategy; Human Resources Management & Ergonomics; 7 (2), 201.
30. Judge, T.A., Bono, J.E. & Locke, E.A. (2000). Personality & job satisfaction. the mediating role of job characteristics. Journal of Applied Psychology,85 (2), 237-49.
31. Klassen, R. M., Usher, E. L., & Bong, M. (2010). Teachers' collective efficacy, job satisfaction, & job stress in cross-cultural context. The Journal of Experimental Education, 78, 464–486.
32. Knox & Bickerton, (2008). The six conventions of corporate branding. European Journal of marketing 37(7/8).998-1016 doi:10.1108/03090560310477636
33. Kossek.E. & Ozeki, C. (1998). Work–family conflict, policies, & the job–life satisfaction relationship. A review & directions for organizational behavior–human resources research. Journal of Applied Psychology, 83(2), 139-149.DOI.10.1037/0021-9010.83.2.139
34. Kossek.E & Sharon A. Lobel (1996). Managing Diversity. Human Resource Strategies for Transforming the Workplace Cambridge, MA. Blackwell Publishers Ltd ISBN 1-55786-597-3
35. Kossivi, B., Xu, M. & Kalgora, B. (2016). Study on Determining Factors of Employee Retention. Open Journal of Social Sciences, 4, 261-268. doi. 10.4236/jss.2016.45029
36. Kumarasinghe Sirisena.P.G.K. (2016). Next Challenges in the Sri Lankan Telecommunication Industry: Thrive and Survive. Certified Manager, 1, 5-8
37. Levinson, H. (1965). Reciprocation. The relationship between man & organization.Administrative Science Quarterly, 9, 370–390.
38. Lievens, F., Hoye, G. V., & Anseel, F. (2007).Organizational Identity & Employer Image. Towards a Unifying Framework, British Journal of Management, 18, 45-59.
39. Lloyd, S (2002). Branding from the inside out. Business Review Weekly, 24 (10),64-6.
40. Locke, E. (1976). The nature and causes of job satisfaction. In M. D. Dunnette (Ed.), Handbook of industrial and organizational psychology. Chicago, IL: Rand McNally.
41. Love, L.F. & Singh, P. (2011). Workplace branding. leveraging human resource management practices for competitive advantage through Best Employer Surveys. Journal of Business Psychology, 26, 175-181.
42. Mandhanya, Y. & Maitri, S. (2010). Employer branding. A tool for talent management. Global Management Review, 4 (2), 43-48
43. Mansoure.M.F, Ali Hamidizadeh and Jabbar.B (2016). The Impact of Employer Brand on
44. Martin, G., & Beaumont, P.B. (2003). Branding & HR. What’s in a Name? London. Chartered Institute of Personnel & Development.
45. Martin, G. (2009). Driving Corporate Reputations from the Inside. A Strategic Role & Strategic Dilemmas for HR. Asia Pacific Journal of Human Resource Management, 47, (2), 219–235.
46. Martin, G., & Gollan, P. J., et al. (2011). Is there a bigger & better future for employer branding? Facing up to innovation, corporate reputations & wicked problems in SHRM. International Journal of Human Resource Management, 22(17), 3618–3637
47. Martins.E.C, Meyer.H.W.J., (2012). Organizational & behavioral factors that influence knowledge retention. Journal of Knowledge Management, 16 (1), 77 – 96
48. Maurya&Mishra (2012). What is a brand? A Perspective on Brand Meaning; European Journal of Business & Management4 (3).
49. Maxwell, R. & Knox, S. (2009). Motivating employees to live the brand. a comparative case study of employer brand attractiveness within the firm. Journal of marketing management, 25, (9-10), 893-907.
50. Mosley, R.W. (2007). Customer experience, organizational culture & the employer brand. Journal of Br& Management,15 (2), 123-34.
51. Nair, S.S. (2009). Employee Retention. Retrived from. http.// www.articlesbase.com/human-resources-articles/employeeretention- 995426.html. [Last retrieved on 2017 May 23].
52. Nonaka, I. (1994). A dynamic theory of organization knowledge creation. Organization Science, 5 (1), 14-38.
53. Nunnally, J.C. (1978). Psychometric theory (2nd edition). New York. Mc grow Hill. Page 245
54. Olusegun & Solomon Oyetola (2013). Influence of Job Satisfaction on Turnover Intentions of Library Personnel in Selected Univerisities in South West Nigeria. Library Philosophy & Practice (e-journal). Paper 914
55. Pardo.C, Alfonso.W, (2017). Applying attribution theory to determine the factors that lead to the failure of entrepreneurial ventures in Colombia. Journal of Small Business & EnterpriseDevelopment, 24(3), 562-584,DOI. 10.1108/JSBED-10-2016-0167
56. Pingle, S. & Harleen, S. (2011). What Makes an Attractive Employer?. Significant Factors from Employee Perspective. Anvesha- A Journal of IES College & Research Centre, 4 (2). 18-25.
57. Rajendran, M. & Chandramohan, R. (2010). Job Satisfaction- An Overview, Personnel Today, 30(4).
58. Ritson, M. (2002). Marketing & HE Collaborate to Harness Employer Brand Power, Marketing, 24, October. 24
59. Schlager, T., Bodderas, M., Maas, P., & Cachelin, J. L. (2011). The influence of the employer br& on employee attitudes relevant for service branding. an empirical investigation. Journal of Services Marketing,25(7), 497–508.Doi.10.1108/08876041111173624
60. Scullion.H, Collings.D, (2012). Talent management decision making. Management Decision, 50 (5),925-941, doi:10.1108/00251741211227663.
61. Sekaran, U. (2007). Research methods for business. A skill building approach. UK. John Wiley & Sons.
62. Sivertzen, A.M., Nilsen, E.T. & Olafsen, A.H. (2013). Employer branding. Employer attractiveness & the use of social media, Journal of Product & Brand Management, 22(7), 473-483.
63. Sobel, M. E. (1982). Asymptotic intervals for indirect effects in structural equations models. In S. Leinhart (Ed.), Sociological methodology. 290-312.
64. Sokro.E (2012). Impact of employer branding on employees attraction & retention. European journal of business & management. 4,(18),164-173.
65. Tanwar, K. & Prasad, A. (2016). Exploring the relationship between employer branding & employee retention. Global Business Review, 17(3), 1-21.
66. Tanwar, Prasad, (2017). Employer brand scale development & validation. a second orderfactor approach. Personnel Review, 46 (2), 389-409, DOI.10.1108/ PR-03-2015-0065.
67. Vasantha (2018), Employer Brand as a Predictor of Employee Satisfaction. Indian Journal of Public Health Research and Development 9(2):47. DOI: 10.5958/0976-5506.2018.00089.
68. Wilden.R, S.Gudergan & I.Lings (2010). Employer branding. Strategic implications for staff recruitment. Journal of Marketing Management; 26(1-2), 56-73.
Published
2021-11-11
How to Cite
Jenitta, J. N. (2021). The Impact of Employer Brand on Retaining the Knowledge Employees in the Telecommunication Sector in Sri Lanka. International Journal of Human Computing Studies, 3(9), 1-22. https://doi.org/10.31149/ijhcs.v3i9.2357
Section
Articles
