Assignment Task
ABSTRACT
This research project aims to investigate Employer Branding in the context of the tech industry, questioning the Employer Branding initiatives that companies use to attract and retain their valuable tech talent. Qualitative data was collected from four companies to determine the Employer Brand Advocacy or Scepticism. A survey questionnaire to the tech employees at the companies was written to test their connection to these Employer Branding and tech industry traits. The outcomes of the analysis revealed one company to be an Employer Brand Sceptic, while the other three companies were Employer Brand Advocates. Three companies’ employees participated in the survey questionnaire, leading to an analysis of their external and internal perceptions and connections to the Employer Brand. The combined data from the qualitative and quantitative portions can be plotted onto a conceptual model which is useful for comparison (between candidate and employee perspective) and strategy. The Employer Branding Activity–Connectivity Model can be used for future investigations into Employer Branding. Employer Branding is practised by organisations with the goal of improving potential candidates’ or current employees’ connection to the organisation; this occurs through the selection of key traits which the employer communicates to employees or those outside of the organisation. The existing research and surrounding literature determine how much these EB traits matter to candidates or employees, but a guiding question for this research leads in another direction.
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