An exploration of employer branding dimensional structure
Manisha Singh, Dr. Varsha Rokade
The paper aims to identify and develop a measurement tool of the employer branding dimensions and qualitatively examine the impact of employer branding dimensions upon employee retention from the perspective of existing employees. The study also emphasized on the role of demographic variables with employee retention. The study conducted on the current executive category of employees of Bharat Heavy Electricals Limited (granted Maharatna status) which one is a public sector enterprise under Government of India; it is the hub of a large number of human capitals. A final 34-item EB scale covering nine dimensions of the employer brand has been developed. The dimensions identified are employee retention, organizational culture, financial measures, employee relations, job satisfaction, brand image, allowances, welfare measures and career development. The multiple regression analysis coefficient matrix suggests that employee retention is most influenced by the “organizational culture” and “employee relations” dimensions among the other dimensions of EB scale. Also, demographic variables found a significant impact on retention of BHEL employees.