INFLUENCE OF EMPLOYER BRANDING ON RETENTION OF STAFF IN BROADCASTING MEDIA FIRMS IN KENYA
Abstract
The study sought to find out the influence of employer reputation, employer distinctive culture, employer job attributes and employer image on retention of staff. This study was anchored on Human Capital Theory, Resourced Based Theory and Social Identification Theory. The study further assessed previous literature related to the study variables. This study was conducted in the media industry in Kenya. Specifically data was collected from the top five media firms in Kenya. This study adopted a descriptive survey design. The target population for this study Consisted of the top five media firms in Kenya. The study mainly focused on employees working in broadcasting department since they are the most mobile. The five media houses had a total of 614 employees working in the broadcasting section according to their respective websites. The study used random sampling technique to come up with the study sample. The sample size of this study was 96 employees. Random sampling was used where 96 respondents were sampled from a population of 614 employees. And the questionnaire was administered to the sampled respondents. Descriptive statistics including the mean and standard deviation were used to capture the characteristics of the variables under study. Inferential statistics regression coefficient and bivariate correlation were used to analyze the relationship of the dependent variable and the independent variables. The findings revealed that employer reputation, employer culture and employers job attritutes all had a positive and significant relationship with employee retention. On the other hand employer image had an insignificant relationship with employee retention in the multivariate regression model. The study recommended that media firms and other organizations all over the world should adopt pragmatic strategies to be ahead in race of attraction and retention employees. The study also recommended that workplaces should offer opportunities for growth and also make it easier for employers to attract and retain employee.
Keywords: Employer Reputation, Culture, Job Attritutes, Employee Retention, Employer Image
Full Text:
PDFReferences
Abd-El-Salam, E. M., Shawky, A. Y., & El-Nahas, T. (2013). The impact of corporate image and reputation on service quality, customer satisfaction and customer loyalty: testing the mediating role. Case analysis in an international service company. Journal of Business and Retail Management Research, 8(1).
Arachchige, B. J., & Robertson, A. (2013). Employer attractiveness: Comparative perceptions of undergraduate and postgraduate students. Sri Lankan Journal of Human Resource Management, 4(1).
Armstrong, M. (2007). ‘Employee Reward Management And Practice’, Kogan Page Limited, London.
Barney, J. B. (2014). How marketing scholars might help address issues in resource-based theory. Journal of the Academy of Marketing Science, 42(1), 24-26.
Barney, J. B., Ketchen, D. J., & Wright, M. (2011). The future of resource-based theory revitalization or decline?. Journal of management, 37(5), 1299-1315.
Barrow, S., House, G., Housley, S., Jenner, S., Martin, G., Mensink, J., ...& Taylor, S. (2007). Employer branding: The latest fad or the future for HR. Chartered Institute of Personnel and Development, London, 7-9.
Berthon, P., Ewing, M. T., & Napoli, J. (2008). Brand management in small to medium‐sized enterprises. Journal of Small Business Management, 46(1), 27-45.
Bondarouk, T. V., Ruel, H. J. M., & Weekhout, W. (2012). Employer Branding and Its Effect on Organizational Attractiveness via the World Wide Web: Results of quantitative and qualitative studies combined.
Bosire R. K. (2015) Factors influencing employee turnover in Kenyan media industry:
the case of nation media group Nairobi county. Human Resource Management Journal 19(1), 3-23.
Cerdin, J. L., & Brewster, C. (2014). Talent management and expatriation: Bridging two streams of research and practice. Journal of World Business, 49(2), 245-252.
Chaudhry, I. S., Maurice, J. G., & Haneefuddin, M. (2015). Impact of Job Characteristics on Employees Emotions & Work-Related Outcomes in Pakistan. International Journal of Business and Management, 10(8), 233.
Collins, C.Y. (2006), “The Interactive Effects of Recruitment Practices and Product Awareness on Job Seekers Employer Knowledge and Application Behaviours”, Journal of Applied Psychology, 92(1): 180-90.
Communications Authority of Kenya (2014) Quarterly Sector Statistics Report First Quarter of the Financial Year July – September 2012/13. Nairobi: Communications Commission of Kenya.
Daugherty, L. (2007). Defining Corporate Culture. Global Journal of Business Research, 5(1), 101-110.
Davies, G. (2008), “Employer branding and its influence on managers”, European Journal of Marketing, 42(5/6):667-81.
Dawson, A. (2012). Human capital in family businesses: Focusing on the individual level. Journal of Family Business Strategy, 3(1), 3-11.
Edwards, M. R. (2009). An integrative review of employer branding and OB theory. Personnel review, 39(1), 5-23.
Emerson, D. (2013). Organizational culture, job satisfaction and turnover intentions: the mediating role of perceived organizational support.
Franca, V. &Pahor, M. (2012). The strength of the employer brand: Influences and implications for recruiting. Journal of Marketing & Management, 3(1), 78-122.
Ghosh, P., Satyawadi, R., Prasad Joshi, J., & Shadman, M. (2013). Who stays with you? Factors predicting employees' intention to stay. International Journal of Organizational Analysis, 21(3), 288-312.
Gilliver, S. (2009), “Badenoch & Clark guide”, Employer Branding Essentials, 4:3
Goosen, C. J. (2010). The impact of job and organisational characteristics on engagement at work in a petrochemical company (Doctoral dissertation, North-West University).
Habib, S., Aslam, S., Hussain, A., Yasmeen, S., & Ibrahim, M. (2014). The Impact of Organizational Culture on Job Satisfaction, Employess Commitment and Turn over Intention. Advances in Economics and Business, 2(6), 215-222.
Haslam, S. A., Jetten, J., Postmes, T., & Haslam, C. (2009). Social identity, health and well‐being: an emerging agenda for applied psychology. Applied Psychology, 58(1), 1-23.
Jiang, T. & Iles, P. (2011). Employer-brand equity, organizational attractiveness and talent management in the Zhejiang private sector, China. Journal of Technology Management in China, 6(1), 97-110.
Knox, S. & Freeman, C. (2006), “Measuring and Managing Employer Brand in the Service Industry” Journal of Marketing Management, 22(7/8):695-716.
Kothari, C. (2011). Research Methodology: Methods & Techniques, 2nd edition. New age International Publishers, New Delhi, India.
Moroko, L., & Uncles, M. D. (2008). Characteristics of successful employer brands. Journal of Brand Management, 16(3), 160-175.
Nyabuga, G. Booker, N. Dragomir, M. Thompson, M., Jamaï, A. Chan, Y. Y. & Tambini, D. (2013). Mapping digital media: Kenya. Open Society Foundations (internet source: http://www. opensocietyfoundations. org/sites/default/files/mapping-digitalmedia-kenya-20130321. pdf).
Öster, H., & Jonze, J. (2013). Employer Branding in Human Resource Management: The Importance of Recruiting and Retaining Employees
Porter, M. E. (2008). Competitive strategy: Techniques for analyzing industries and competitors. Simon and Schuster.
Priyadarshi, P. (2011), “Employer Brand Image as Predictor Employee satisfaction, Affective Commitment and Turnover”, Indian Journal of Industrial Relations, 46(3)
Sokro, E. (2012). Impact of employer branding on employee attraction and retention. European Journal of Business and Management, 4(18), 164-173.
Suikkanen, E. (2010). How does employer branding increase employee retention?.
Van Dam, N. (2006). Building an employer brand through investments in learning. Chief Learning Officer, 5(6), 13.
Wallace, A. P. M., Lings, I., Cameron, R., & Sheldon, N. (2014). Attracting and retaining staff: the role of branding and industry image. In Workforce development (pp. 19-36). Springer Singapore.
Wong, S. L. (2010). The Relationship Between Job Characteristics And Job Satisfaction Toward Affective Commitment: The Case Of Engineers In Sepakat Setia Perunding Sdn Bhd (Doctoral dissertation, Universiti Sains Malaysia).
DOI: http://dx.doi.org/10.61426/sjbcm.v4i1.416
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution 3.0 License.
PAST ISSUES:
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.