臺灣博碩士論文加值系統

Employer branding has emerged as a critical aspect of human resources management (HRM) in today's competitive job market. The study sets out to analyze employer branding and its impact on HR management using Liquid Home Zimbabwe as a case study. The study makes use of employer brand value, workplace culture, and employee value proposition variables.

The study objectives are to ascertain how Liquid Home’s brand value affects the company’s ability to attract top employees, determine the impact of the workplace culture at Liquid Home on employee advocacy and to evaluate the role of the employee value proposition on employee engagement at Liquid Home.

From analysis of literature, the study noticed that the employer branding concept originated in the early 2000s and has evolved to a very applicable business strategy. The study scope focuses on employees from the Liquid Home Zimbabwe business unit.

The study assumptions are that positive employer branding leads to higher quality applicants; employee value proposition enhances employee engagement; workplace culture improves employee advocacy; investment in training and development boosts employer skills and effective internal communication strengthens employer branding.

A descriptive research design is selected focusing on 120 employees under Liquid Home Zimbabwe. A convenience sample is chosen to include the various departments within the company and from these questionnaires, together with key informant interviews are targeted. A total of 94 responses (78%) to the questionnaires and 5 participants for the interviews were recorded.

The study found that Liquid Home Zimbabwe, like every other IT company within the country, has a very high employer brand value within the labour market (over 80%). However, within three years approximately 50% of employees will decide to leave the company and an additional 40% leave the company before the 5-year mark.

As noted within the study, the employer brand is very high before joining but very low once one is in the organisation. The study recommends incorporating deliberate internal marketing strategies aimed at improving the welfare of current employees, generating better engagement in relation to issues that involve staff or management of the company and reevaluate the outsourcing of human resources management in a bid to ensure the growth and development of the employer brand.

Keywords: employer brand, employee value proposition, employee engagement, workplace culture, HR management.

Table of Contents
ABSTRACT i
ACKNOWLEDGEMENTS iii
Table of contents………………………………………………………………………v
List of Tables…………………………………………………………………………iv
List of figures………………………………………………………………………..iiv
CHAPTER 1 INTRODUCTION 1
1.0 Introduction 1
1.1 Background of the Study 2
1.2 Research Motivation 4
1.3 Research Objectives 5
1.4 Research Questions 5
1.5 Research Assumptions 6
1.6 Justification of the Study 6
1.7 Study Delimitations 7
1.8 Study Limitations 7
1.9 Chapter Summary 8
CHAPTER 2 LITERATURE REVIEW 9
2.0 Introduction 9
2.1 The Theoretical Concept of Employer Branding 9
2.2 The Concept of HR management 11
2.3 Conceptual Framework 13
2.4 Brand value and attracting top employees. 14
2.5 Workplace culture and employee advocacy 17
2.6 Employee value proposition and Employee engagement 19
2.7 Empirical Literature Review 21
2.8 Chapter Summary 25
CHAPTER 3 RESEARCH METHODOLOGY 26
3.0 Introduction 26
3.1 Research Design 26
3.2 Research Population 27
3.3 Sample Size 28
3.4 Data Sources 29
3.5. Research Hypothesis 30
3.6 Research Instruments 31
3.7 Data Reliability 33
3.8 Data Validity 33
3.9 Data Presentation 33
3.10 Data Analysis 34
3.11 Chapter Summary 34
CHAPTER 4 ANALYTICAL RESULTS 36
4.0 Introduction 36
4.1 Response rate 36
4.1.1 Gender of respondents 36
4.1.2 Age of respondents 37
4.1.3 Length of tenure 37
4.1.4 In-depth Interviews 38
4.2 Brand Value and Attracting Top Employees 39
4.3 Workplace Culture and Employee Advocacy 41
4.4 Employee Value Proposition and Employee Engagement 44
4.5 Employer Branding and its Impact on HR Management 47
4.6 Results Analysis 47
4.7 Chapter Summary 50
CHAPTER 5 CONCLUSION AND IMPLICATIONS 51
5.1 Conclusions 51
5.2 Implications 53
5.3 Suggestions for Further Study 54
REFERENCES 55
APPENDIX 60
1. Research Questionnaire 60
2. Research Interview Guide 63

REFERENCES
Ahmad, A. Khan, M. N. Haque, A. (2019). Employer Branding Aids in Enhancing Employee Attraction and Retention: 21 (1) 27-38. Journal of Asia Pacific Business, 27-38.
Backhaus, K. (2018). People Make the Brand: A Commentary. 16(4),. Management Research Journal Of the Ibero American Academy of Management, 380-387.
Backhaus, K. T. (2004). Conceptualizing And Researching Employer Branding. Career Development International. 9, (1). , 501-517.
Baison, P. (2021). Recruitment ‘And Job-Seeking Mechanisms for Zimbabwean Women Care Workers in The Domestic Services Sector in South Africa.
Barbaros, C. (2020). Does Employer Branding Beat Head Hunting? The Potential of Company Culture to Increase Employer Attractiveness. Journal Of Entrepreneurship, Management, and Innovation, 16(4), 87-112.
Berejena, B. (2022). The Dynamics of Pre-Service Teacher Entry into Teacher Education: Student Teacher Selection into Teacher Training Colleges in Zimbabwe. Doctoral Dissertation.
Cable, D. M., & Turban, D. B. (2001). Establishing the dimensions, sources and value of job seekers' employer knowledge during recruitment. . In Research in personnel and human resources management. Emerald Group Publishing Limited., 115-163.
Chetsanga. T, Muchenje. C, J. (2019). An Analysis of The Cause and Effect of The Brain Drain in Zimbabwe Harare. Scientific And Industrial Research and Development Centre (Sirdc):1(1).
Chiboiwa, M. W. (2021). Fostering Employee Innovation Through Engagement and Skills Development in The Manufacturing Sector in Zimbabwe. Doctoral Dissertation.
Chikuta, O. Chitambara, L. Matura, P. (2022). Employment of People with Disabilities in The Hotel Sector in Zimbabwe Challenges and Opportunities. Special Issue: Understanding Disability in Sub-Saharan Africa Research Articles and Essays:18 (1).
Chimboza, A. (2012). From Brain Drain to Brain Gain: Addressing Human Capital Needs for Post Crisis Zimbabwe’s Capacity Building.
Chiware, M. (2021). Variables Influencing Human Resource Performance Management in The Ministry of Health and Childcare in Zimbabwe. University Of Johannesburg (South Africa).
Chiwawa, N. (2022). Determinants of Employee Engagement in Public Sector Organisations: Case of Zimbabwe. International Journal of Public Sector Management, Vol. 35 No. 7, , 749-764. .
Collins, C. J., & Stevens, C. K. . (2002). The relationship between early recruitment-related activities and the application decisions of new labor-market entrants: a brand equity approach to recruitment. Journal of applied psychology, 87(6), , 1121.
Cooper, D. R., & Schindler, P. (2019). Business research methods. New York: Mcgraw-hill.
Dabirian, A. B. (2019). Enticing the It Crowd: Employer Branding in The Information Economy. Journal of Business and Industrial Marketing, 34 (7), , 1403-1409. .
Dabirian, A. Paschen, J. Kietzmann, J. (2019). Employer Branding as A Strategy for Sustained Competitive Advantage Analysing Employee Reviews for It Firms: Methodology What Factors Make an It Firm a Top Employer? IT Professional:.
Dubey, U. K. B., & Kothari, D. P. . (2022). Research methodology: Techniques and trends. . Chapman and Hall/CRC.
Dzinamarira, T., & Musuka, G. (2021). Brain drain: An ever-present; significant challenge to the Zimbabwean public health sector. Public Health in Practice, 2, 100086.
Farndale, E., & Paauwe, J. . (2018). SHRM and context: Why firms want to be as different as legitimately possible. . Journal of Organizational Effectiveness: People and Performance, 5(3), , 202-210.
Gollan, P. J., & Perkins, S. J. (2009). Voice and Value: Pandora's ICE box and big ideas around employer branding. . Human Resource Management Journal, 19(2).
Gwaradzimba. A. Shumba, E. (2010). The Nature, Extent and Impact of The Brain Drain in Zimbabwe and South Africa. Acta Acad: 42(1):, 209–241.
Hans, N. Wijaya, S. Silalahi, A. A. S. Lee, L.D.D. (2023). Attracting Digital Natives as Talents: Assessing the Strength of Good Employer, Product Quality, And Information Credibility Perceptions on Intent to Apply. International Journal of Social Science and Humanities Research.
Headlam, N., & MacDonald, S. . (2006). Research Methods Handbook: Introductory guide to research methods for social research. . Centre for Local Economic Strategies (CLES).
Judge, T. A., Robbins, S. P. (2017). Essentials Of Organizational Behaviour. (Us). USA: Pearson Education.
Kalinska-Kula, M. Staniec, I. (2021). Employer Branding and Organizational Attractiveness: Current Employees’ Perspective. European Research Studies Journal, 24(1), , 583-603.
Kashive, N., Khanna, V.T. Bharthi, M.N. . (2020). Employer Branding Through Crowdsourcing: Understanding the Sentiments of Employees:. Journal of Indian Business Research: 12, (1) , 93-111.
Kucherov, D. G. Alkanova, O. N, Lisovskaia, A. Y. Tsybova, V. S. . (2021). Employer Branding Orientation: Effects on Recruitment Performance Under Covid-19:. https://Doi.Org/10.1080/09585192.2022.2063065 , 2107-2135.
Magaisa, G. M, Musundire, A. (2022). Factors Affecting Employee Retention in Zimbabwean Companies. International Journal of Applied Management Theory and Research (Ijamtr), 4(1), , 1-20.
Maireva, C. Mabika, P. (2022). Role Of the Higher and Tertiary Institutions in Human Capital Development in Zimbabwe. Transformational Human Resources Management in Zimbabwe: Solutions for The Public Sector in the 21st Century (pp. 5-20). Singapore: Springer Nature.
Mathews, J. (2023). The Dynamics of Employer Branding and Employer Brand. IUP Journal of Brand Management, 20(1),, 5-27.
Mohamed Badr Eldin Aboul-Ela, G. (2020). Analysing The Effect of High-Involvement Hr Practices on Flexibility and Task Idiosyncratic Deals. 50(4), 359-396.‎.
Monteiro, B., Santos, V., Reis, I., Sampaio, M. C., Sousa, B., Martinho, F., Au-Yong - Oliveira, M. (2020). Employer Branding Applied to SMEs: A Pioneering Model Proposal for Attracting and Retaining Talen. Information, 11(12), 574.
Mouton, H., Bussin, M. (2019). Effectiveness of employer branding on staff retention and compensation expectations. , 22(1), 1-8. South African Journal of Economic and Management Sciences, 1-8.
Muma, M. M. Ochego, C. Nzulwa, J. Ombui, K. Odhiambo, R. Lumiti, P, A. ((2019). Influence of Employer Branding Strategies on Retention of Employees in Universities in Kenya. . ),: 7, (2) 68-95,.
Mutanho, P. (2022). The Impact of Internal Marketing and Job Satisfaction on Service Quality in The Public Health Sector: The Case of Zimbabwe. Doctoral Dissertation.
Nickerson, C. (2022). Interpretivism paradigm & research philosophy. . Simply Sociology, 5.
Nkala, B. C. (2022). Balancing The Twin Challenges of Performance Management and Culture Transformation in The Public Sector. . Transformational Human Resources Management in Zimbabwe: Solutions for The Public Sector in the 21st Century, 99.
Oliveira, H. H., & Honorio, L. C. (2020). Human resources practices and organizational commitment: Connecting the constructs in a public organization. . RAM. Revista de Administração Mackenzie, 21, eRAMG200160.
Reis, I., Sousa, M. J., Dionísio, A. (2021). Employer Branding as A Talent Management Tool: A Systematic Literature Revision. Sustainability, 13(19),, 98-106.
Saini, G.K. Jawahar, I.M. (2019). The Influence of Employer Rankings, Employment Experience, And Employee Characteristics on Employer Branding as An Employer of Choice. Career Development International: 24 (7),, 636-657.
Samoliuk, N., Bilan, Y., Mishchuk, H., Mishchuk, V. (2022). Employer Brand: Key Values Influencing Intention to Join the Compan. Management and Marketing. Challenges For the Knowledge Society: 17 (1), 61-72.
Sandeepanie, M.H.R., Gamage, P., Perera, G.D.N. Sajeewani, T.L. (2023). The Role of Talent Management and Employee Psychological Contract on Employer Branding: A Pragmatic Conceptual Model. Management Research Review, 46, (2),, 196-222.
Sandhya, S., & Sulphey, M. M. . (2020). Influence of empowerment, psychological contract and employee engagement on voluntary turnover intentions.70(2). International Journal of Productivity and Performance Management, , 325-349.
Santos, V., Pinto dos Reis, I., Correia Sampaio, M., Martinho, F., and Cardoso, J. R. . (2022). EMPLOYER BRANDING: FROM THE TRADITIONAL PERSPECTIVE TO DIGITAL APPROACH.
Silva, A. J., Dias, H. (2022). The Relationship Between Employer Branding, Corporate Reputation, And Intention to Apply to A Job Offer. International Journal of Organizational Analysis, 31(8),, 1-16.
Sixpence, S., Tapera, J., Ukpere, W. I. (2022). Resetting the Human Resource Strategy for Organizational Performance in Zimbabwe Urban Councils. Annals Of Spiru Haret University. Economic Series, (2),, 278-302.
Stone, R. J., Cox, A., Gavin, M., & Carpini, J. . (2024 .). Human resource management. John Wiley & Sons.
Taheri, R. H., Miah, M. S., & Kamaruzzaman, M. (2020). Impact of working environment on job satisfaction. , 5(6). European Journal of Business and Management Research.
Tanjung, B. N. (2020). Human resources (HR) in education management. 3(2). Budapest International Research and Critics in Linguistics and Education (BirLE) , 1240-1249.
Tanwar, K., Kumar, A. (2019). Employer brand, person-organisation fit and employer of choice: Investigating the moderating effect of social media. Personnel Review, 48(3), 799-823.
Whatmore, C. W. (2020). Staff Retention Realities at Zimbabwe Revenue Authority (Zinara) Manicaland Region, Zimbabwe. European Journal of Research and Reflection in Management Sciences:8(1).
Wijaya, N. H. S., Silalahi, A. A. S., & Lee, L. D. D. . (2023). Attracting Digital Natives as Talents: Assessing the Strength of Good Employer, Product Quality, and Information Credibility Perceptions on Intent to Apply. 30(1). Philippine Management Review,, 1-14.