Employer branding and attraction of new employees: a case study of Ethekwini technical vocational education training college.

Abstract

Employer branding implies differentiation of a company’s traits as potential employer from those of its rivals. The employment brand shows the unique aspects of a company’s employment offering. This study explored the influence of employer branding in attracting new employees. The study investigated the influence of employer branding, employer brand associations, image and self-concept in attracting new employees. The study was underpinned by a case study research design which required an in-depth understanding of a phenomenon. The qualitative methodology through in-depth interviews was employed. Twenty exit level students from the N6 Business Studies and Engineering were selected to participate in the study using non-probability sampling technique. Purposive sampling was used to select the sample. Data was analysed through the use of thematic analysis. Results of the study indicated that employer branding has an influence on attracting new employees. The study results showed that the brand associations that influence attraction are salary, benefits, working conditions, culture, growth opportunities and coaching and mentoring. The results of this study also indicated that employer image is central to the attraction of new employees. Self-concept was also revealed as a factor which influenced attraction. The study recommends employers to benchmark their employment offerings with best employers in their respective industries, employers to give top management support to employer branding programs and to fulfill employment offerings among other recommendations.