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Authors
Affiliations
1 Department of Commerce, Assam University, Silchar, IN
Source
SAMVAD: International Journal of Management, Vol 16, No 2 (2018), Pagination: 37-44
Abstract
In this competitive era attracting and retaining efficient employees has multi-facet importance to the employers. In order to allure efficient employees and retain them employers eventually adopted a marketing strategy ‘Employer Branding’. The concept of Employer Branding got popularized during 90s’ with emergence of globalization. The present study is an attempt to comprehend the perception of would-be employees regarding select employment factors that they consider vital for taking their employment decision. Thus, the study is designed in order to identify the employment factors that are capable to allure the potential employees and thereafter to gauge their relative weight. The study further tries to compare the perception of the respondents’ preferred factor of employment on account of some select demographic variables. The study incorporated 61 B.Tech and B.Pharma students studying in Assam University, Silchar as sample respondents. Structured questionnaire has been used as tool for recording the perception of the respondents and used Average, Standard Deviation, Spearman’s Rank Correlation for analyzing the data. Result of the study highlighted that Direct Monetary Benefit is such a factor that has maximum capacity to allure the potential employees and Welfare Facility the least.
Keywords
Employer Branding, Employment Decision, India, Perception-Based Study.
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References
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