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Employee Branding and its Influence on Private Life Insurance Companies with respect to Western region of Tamil Nadu


Affiliations
1 Ramaiah Institute of Management, Bangalore, India
2 Ramaiah College of Law, Bangalore, India
 

In this world, human life is more important than anything else. Human life is “priceless”, though it is priceless, difficult to save every human life from uncertainties. To save human life from uncertainties, some trade-off was made which is called life insurance. This study discussed the concept of employee branding in private life insurance companies. Generally, employee branding is how the employees spread the brand image of their respective companies to the market. Here, the employee played a major role as a “brand promoters”. This study covered the Western region of Tamil Nadu as a geographical area, which includes seven different districts. The total sample size is 750 Employees.

The objective of this study is to find out the employees’ perception towards the value proposition and employees’ satisfaction level towards the employee branding components among the private Life Insurance companies. The present study is based on both primary and secondary data. Special care was given to design the interview schedule to collect the primary data. The proportionate Stratified Random sampling technique is used for the study. Data analyzed by using the Chi-square test, Garrett Ranking, Independent-Sample T-Test, Analysis of Variance (ANOVA). This study revealed that employees were working like a rolling stone instead of brand ambassadors. Hence, private life insurance companies have to implement employee branding components. These components could help the industry to create the right opinion about their organization to employees, control the attrition, and improve the employee attraction as well as retention.


Keywords

Employee Branding, Employee Value Proposition, Employee Retention, Employee Attrition, Life Insurance.
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  • Employee Branding and its Influence on Private Life Insurance Companies with respect to Western region of Tamil Nadu

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Authors

S. Arul Senthilkumar
Ramaiah Institute of Management, Bangalore, India
N. Punitha
Ramaiah College of Law, Bangalore, India

Abstract


In this world, human life is more important than anything else. Human life is “priceless”, though it is priceless, difficult to save every human life from uncertainties. To save human life from uncertainties, some trade-off was made which is called life insurance. This study discussed the concept of employee branding in private life insurance companies. Generally, employee branding is how the employees spread the brand image of their respective companies to the market. Here, the employee played a major role as a “brand promoters”. This study covered the Western region of Tamil Nadu as a geographical area, which includes seven different districts. The total sample size is 750 Employees.

The objective of this study is to find out the employees’ perception towards the value proposition and employees’ satisfaction level towards the employee branding components among the private Life Insurance companies. The present study is based on both primary and secondary data. Special care was given to design the interview schedule to collect the primary data. The proportionate Stratified Random sampling technique is used for the study. Data analyzed by using the Chi-square test, Garrett Ranking, Independent-Sample T-Test, Analysis of Variance (ANOVA). This study revealed that employees were working like a rolling stone instead of brand ambassadors. Hence, private life insurance companies have to implement employee branding components. These components could help the industry to create the right opinion about their organization to employees, control the attrition, and improve the employee attraction as well as retention.


Keywords


Employee Branding, Employee Value Proposition, Employee Retention, Employee Attrition, Life Insurance.

References





DOI: https://doi.org/10.23862/kiit-parikalpana%2F2020%2Fv16%2Fi1-2%2F204552