AN EXPLORATION OF THE CONCEPT OF EMPLOYER BRANDING FROM EMPLOYEE PERSPECTIVE

Abstract

The purpose of this research is to explore the concept of employer branding from employee perspectives. This thesis also investigates the importance of employer branding and attempts to identify which sector has the strongest employer branding. In addition, the study examines the effect of demographic dimensions (age and gender) on employees’ perception of the concept of employer branding. Moreover, it examines whether there is a positive relationship between employer branding and talent attraction and retention. Lastly, the thesis examines the relationship between employer branding and organisational culture.