Impact of Employer Branding on Talent Acquisition: A Case Study

Abstract

The following research was developed by W.G.S.R.Perera, a student of the Chartered Institute of Personnel Management (CIPM), as a requirement of the Chartered Qualification in Human Resource Management Programme offered by CIPM. This research was carried out to resolve the problem of acquiring and retaining highly talented employees of ABC Ltd. ABC Ltd is finding it difficult to identify the most crucial aspects of its employer brand that relates mostly to number of potential recruits. A lack of clear comprehension of the impact of employer branding on talent acquisition at ABC Ltd would result in significant issues being multiplied due to their inability to attract top talent, resulting in the inability to maintain competitive advantage and achieve the goals and objectives of the organisation. The general objective of this research is to investigate the impact of Employer Branding on Talent Acquisition at ABC Ltd. Further, the specific objectives are to analyse the impact of Employee Value Proposition, Culture and Candidate experience & Rewards on talent acquisition and to examine the association between employer branding and talent acquisition at ABC Ltd. The research methodology used for this study was the mixed methodology which utilised the quantitative tool of questionnaires and the qualitative tool of interviews. This research was carried out as a cross-sectional study for the current and potential employees of ABC Ltd. Sri Lankan working population between the ages of 18- 35 participated in the study. A total of 100 participants were gathered using the convenience sampling method. The interviews were obtained from members of the management and HR team of ABC Ltd. The findings of this study confirm that the elements of employer branding: employee value proposition, culture and candidate experience & rewards influence talent acquisition at ABC Ltd. All the factors of employer branding, namely, Employee Value Proposition, Culture and Candidate Experience and Rewards had a strong positive correlation with talent acquisition. Further, it was revealed that culture was the most significant element of employer branding that impacted talent acquisition. This study was limited to 100 participants due to time restraints and hence it can be difficult to generalise findings. Future research can focus on conducting the study in a longitudinal approach to observe the deviation in responses based on the employment level. This study depicted high reliability of results.