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South African Journal of Economic and Management Sciences

On-line version ISSN 2222-3436
Print version ISSN 1015-8812


BUSSIN, Mark  and  MOUTON, Hugo. Effectiveness of employer branding on staff retention and compensation expectations. S. Afr. j. econ. manag. sci. [online]. 2019, vol.22, n.1, pp.1-8. ISSN 2222-3436.

BACKGROUND: In a highly competitive, economically strained business environment it is essential for a business to balance the necessity of attracting and retaining top-performing employees and containing costs. Employee branding is a management tool that can serve to retain staff and reduce compensation levelsAIM: This study investigated the effects of employee branding on staff retention and compensation expectationsSETTING: Five South African insurers participated in this researchMETHODS: Analysis of variance and correlational tests were used to test various hypothesesRESULTS: The analysis indicated that increased perceptions of employer branding relate to staff with greater reports of retention and lower levels of compensation expectations. Interestingly, demographic factors were not significant in the analysis, although trends were found in potential age differences and total years at an employerCONCLUSION: Practically, the research provides a model to execute a successful employer branding strategy. The employer branding control cycle was developed to assist organisations to successfully execute an employer branding strategy. This model considers the design, implementation and monitoring phases of such a strategy

Keywords : Employer branding; retention; compensation; remuneration; effectiveness.

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