The role of employer branding in talent attraction and talent retention in South Africa
Date
2015-03-05
Authors
Kheswa, Patrick Thabo
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Abstract
The primary purpose of this study is to examine the role of employer branding in
talent attraction and talent retention in South Africa. This study seeks to explain
and investigate the existing trends in employer branding in a South African
context. It focuses mainly on the “best companies to work for” in South Africa and
also looks at graduates who are unemployed in South Africa. This study tries to
discover the way in which organisations in South African can attract potential
talent and retain existing talent using a number of Employer Branding factors.
Concerning the people working in the “best companies to work for”, this study
looked at demographics such as gender, race, age, employment status and also
total number of years people had been working for current employers. And for
graduates, this study looked at demographics, such as gender, race, age,
employment status and also total number of years being unemployed. The
research was done using an online survey designed on Qualtrics, and the link was
sent to employees working in the “best companies to work for” and also to
graduates who are unemployed, 99 responses were received from permanent
employees and 98 from graduates.
The main findings of the study is that there are a number of values driving
employer branding in general for both groups and these factors are identified in
order of importance, for example, the first one is Economic value, second is
Diversity value, third is Developmental value, followed by Reputation value, Social
Value, CSR value and last, Communication media value. I split the groups into
two, meaningthe findings also showed values driving graduates, particularly for
Talent attraction and these values are Diversity value, CSR value, Developmental
value, Economic value, Reputation value, Communication value and last, Social
value. On the other side, the findings showed values driving Talent retention in
order of priority like Economic value, Reputation value, Diversity Value,
Developmental value, Social value, Communication value and last CSR value.
Description
Thesis (M.M. (Strategic Marketing))--University of the Witwatersrand, Faculty of Commerce, Law and Management, Graduate School of Business Administration, 2014.