IMPACT ON EMPLOYER BRANDING IN RESOURCING POTENTIAL CANDIDATES AT ABC ORGANIZATION

Abstract

This research embarks on how branding affects to sourcing in ABC company. Where this research is a mix of marketing and human resource management. The companies in 21st century are in a tremendous race to attract the right potential candidate where the right branding in the right time will lead to better sourcing and to make the potential employee retain in the prospective company. The brand itself is what a company is built over the years where this study attempt to explore how well the internal factors of a company employer value preposition, effective employer branding, growth and reassurance and monetary and non – monetary benefits, which are components of building of a good brand affects in resourcing best talent. This study was conducted as a process improvement for the ABC company. This research used both quantitative and qualitative approaches on data collection through the support of a questionnaire conducted within employees, where the assumptions, conclusions and recommendations were made using the responses of the current employees. The selected sample was 50, where out of that sample 37 responses were received. The results imply that the lack branding in the ABC company which even detects the lack of knowledge about branding of the employees in their own company which comes to a conclusion that even the sourcing of the company was done for the current employees are done without a proper branding strategy which eventually signifies the important of branding in sourcing the potential candidates in the above mentioned company. plays in in the ABC company that can contribute to branding such as: employer value preposition, effective employer branding, growth and reassurance and monetary and non – monetary benefits in the ABC company. The final outcome was to introduce a new branding strategies through all the available platforms to boost the company brand name in order to attract the prospective employees and to make the current employees value what they are working for.