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INFLUENCE OF EMPLOYER BRANDING ON EMPLOYEE RETENTION- WITH SPECIAL REFERNCE TO HEALTH CARE SECTOR
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Author(s):
MRS. CHAITRA MP, DR. T P RENUKAMURTHY, MS.DIVYASHREE
Vol - 8, Issue- 2 ,
Page(s) : 243 - 252
(2017 )
DOI : https://doi.org/10.32804/IRJMST
Abstract
ABSTRACT
Employer Branding is creating a holistic view about an organization in the minds of both current employees and perspective employees.The study has conducted at KAMAKSHI HOSPITAL, Mysuru to observe the influence of Employer branding on employee retention, to study the perception of employees on employer branding and also to analyze the selected factors of employer branding. The study is restricted to nurses. The factors integrated to observe the Employer Branding in this study are Economic value, Social value, Development value and Application value. The study is descriptive and in nature and methodology adopted was simple random technique and responses were collected through a structured questionnaire. Responses were tabulated percentage analysis was done and also presented graphically. Research hypotheses were framed and analysis is made through SPSS version 22 software. Statistical tools such as t-test, ANOVA and chi-square were used.
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