Title: Employee affection strategies through employer branding: evidence from Indian manufacturing sector

Authors: S. Sathyanarayana; Veena Shenoy; Nivedita Jha

Addresses: MP Birla Institute of Management, Associate BVB, No. 43, Race-Course Road, Bangalore, 560001, India ' ISBR Business School, Infosys Drive, Electronic City, Phase 1, Bangalore, 560100, India ' Amity Business School, Amity Road, Sector 125, Noida, Uttar Pradesh 201313, India

Abstract: Employer branding has taken substantial consideration in recent times. Employer brand has developed an actual and a vital instrument to achieve competitive advantage in the current corporate world over its rivals. The current study helped us to understand employee affection in the Indian manufacturing sector based on employer branding, employee retention strategies, organisation culture, organisational identification, and employee welfare activities as attributes. The 250 responses from Peenya industrial area in Bangalore City, India, are collected to prove the regression model proposed in this study. Regression results show that employer branding (X1), organisation culture (X3), organisational identification (X4), and employee welfare (X5) were the significant determinants of employee affection. A strong employer branding strategy, both internal and external, can positively contribute to enhanced recruitment of talents to the organisation, retention of the existing workforce, and also assists in differentiating the company from the competitors.

Keywords: employee affection; employer branding; employer attractiveness; employee engagement; brand management; manufacturing sector business; human resources management.

DOI: 10.1504/IJBG.2023.133271

International Journal of Business and Globalisation, 2023 Vol.34 No.3, pp.351 - 367

Received: 22 Dec 2019
Accepted: 21 Mar 2020
Published online: 11 Sep 2023 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article