An Empirical Study on Employer Branding and Employee Value Propositions in the Digital Economy

Abstract

Purpose: The main aim of the present study will be identifying the fundamental factors that shape employer preference of graduates. It also looks at the role of company branding, employee experience and employees value proposal in attracting and retaining talent. It examines the contrast between the core values of the workers and fresh graduates with occupations that are required the most in the market.

Methodology: This study uses quantitative analysis, achieved with the help of software program SPSS version 23. The gathering of data using graduates is carried out through a systematic questionnaire survey strategy. A purposive sample method was applied in order to analyse it. The aim of the technique is to gather data about the perception of employees about the impact of employer branding on their organization. It conducted ANOVA, regression, descriptive statistics, and Pearson correlation analysis.

Findings: The empirical study conducted revealed that the retention of employees is highly dependent on the brand and experience of the corporation. Furthermore, the study also evaluates the key factors affecting the choice of employer among graduates.

Originality: This study recommends that employers enhance their strategies to increase employee retention in firms.