Does Employer Branding have a Positive Impact on the Business in midsize and large corporations?

Aratrika Bose

Master's thesis

Does Employer Branding have a Positive Impact on the Business in large corporations?

Abstract:

This paper explores the impact of Employer Branding on large corporations, aiming to establish a direct connection with three business performance parameters: overall sales performance, profitability, and market capitalization. Examining seven major organizations, the research focuses on Employer Branding practices such as Employee Value Proposition (EVP), Employee Experience, Employer Reputation, Work-Life Balance, and Employee Engagement. The results reveal a strong correlation between organizational performance and Employer Branding practices, with Microsoft earning the highest score (45) and Amazon the lowest (39) out of 50. The Benchmark 7 organizations exhibited strong business performance; business momentum (even during the COVID 19 pandemic); profitability; market capitalization; resilience; reputation; innovation; speedy response to business interruptions; and others. Future research on this subject can focus on a 'cause and effect' study about which Employer Branding practices impact which brand performance outcome. The research can also eventually try and develop a correlation model which can serve as a guide for brands.

Abstract:

This paper explores the impact of Employer Branding on large corporations, aiming to establish a direct connection with three business performance parameters: overall sales performance, profitability, and market capitalization. Examining seven major organizations, the research focuses on Employer Branding practices such as Employee Value Proposition (EVP), Employee Experience, Employer Reputation, Work-Life Balance, and Employee Engagement. The results reveal a strong correlation between organizational performance and Employer Branding practices, with Microsoft earning the highest score (45) and Amazon the lowest (39) out of 50. The Benchmark 7 organizations exhibited strong business performance; business momentum (even during the COVID 19 pandemic); profitability; market capitalization; resilience; reputation; innovation; speedy response to business interruptions; and others. Future research on this subject can focus on a 'cause and effect' study about which Employer Branding practices impact which brand performance outcome. The research can also eventually try and develop a correlation model which can serve as a guide for brands.

Keywords

Employer Branding, Employee Experience, Employer Reputation

Keywords

Employee Experience, Employer Reputation, Employer Branding

Language used: English

Date on which the thesis was submitted / produced: 13. 12. 2023

Thesis defence

• Date of defence: 1. 2. 2024
• Supervisor: Kateřina Legnerová
• Reader: Daniela Černá

Vysoká škola ekonomická v Praze

Master programme:
Management