Purpose Based on attribute research in marketing, importance-performance analysis (IPA) provides a useful analogy to examine employer branding concepts. The purpose of this paper is to use IPA to evaluate employees’ perceptions of important employer value proposition (EVP) attributes and their corresponding psychological contract fulfillment scores. IPA is applied to 40 EVP attributes and their corresponding EVP dimensions – “Economic Value”, “Development Value”, “Social Value”, “Work Value” and “Employer Reputation.” Further, the paper examines the difference between highly engaged and less engaged employees in their relationship to importance and fulfillment of the five EVP dimensions. Design/methodology/approach Data were drawn from information technology-business process management employees (n=520) in India through a questionnaire survey. The IPA matrix was used to plot the importance and fulfillment scores. Independent samples t-test was used to assess the difference between high and low engagement scores. Findings The results indicate that several EVP attributes fall within the “Concentrate Here” quadrant that requires more focus. With respect to EVP dimensions, social value needs focus; economic value received “Low Priority”; and work value and employer reputation are identified as “Potential Overkill.” The findings also suggest that, organizations should engage employees across all dimensions, by both prioritizing and fulfilling their obligations promptly. Practical implications The study highlights the need for HR practitioners and academicians to draw insights from attribute research in marketing to effectively devise the employer branding strategy of individual organizations. Originality/value This paper is the first of its kind to apply IPA to EVP attributes, which contributes to the growing literature on employer branding.
Emotional intelligence (EI) is the ability of an individual to use emotions intelligently for positive outcomes. This ability is said to have an impact on many aspects of our personal and professional lives. Well-being (WB) is a person�s state of mind regarding his/her life. Theory suggests that highly emotionally intelligent individuals are likely to experience psychological well-being at a higher level than individuals who are low in emotional intelligence. Based on this concept, this paper examines the empirical relation between EI and WB, both of which are attitudinal variables. A sample of 104 respondents from the manufacturing sector of South India was considered for the study and their emotional intelligence and well-being levels were assessed using appropriate tools. When two attitude-based constructs are obtained from the same respondent, using the same instrument, at the same time, then the relationship between them is said to be influenced by Common Method Variance (CMV). It is the variance that is attributable to the measurement method rather than to the constructs the measures represent and is said to introduce a spurious correlation between the variables of interest. In this study, both EI and WB were obtained from the same respondent, through a single instrument. Hence CMV was considered and acted upon. While controlling the effect of CMV on the empirical relation between EI and WB, this paper aims at the following sub-objectives: To assess the EI and WB levels of the respondents To implement procedural remedies to control CMV To implement statistical remedies to control CMV To prove that EI is a predictor of WB, over and above the effect of CMV. Procedural remedies were used with respect to questionnaire design and statistical remedies were used to partial out the effect of CMV. This paper should serve as a framework for researchers, who wish to evaluate the potential biasing effects of method variance in their research, pertaining to behavioural aspects.
Employer brand strategy design and implementation are crucial for any organization, given the challenge of talent attraction and retention. Employer branding creates a sustainable relationship between an organization and its potential and existing employees by creating values for individuals, organization and the society at large. The primary objective of this study was to evaluate the feasibility of using a Business Model Canvas (BMC) template to map the employer brand strategy of an organization. The second objective was to use a survey research to map the elements of BMC such as value propositions and communication channels for the target employees who were the prospective talent pool. Other elements of BMC were explained based on the understanding of employer branding practices in Indian organizations.
Purpose The purpose of this paper is to investigate the important relationships between emotional intelligence (EI) and ethical decision making (EDM). Design/methodology/approach Participants were 100 students from MBA programs in the USA and India who completed two surveys: one measuring their EI, and the second their use of four different ethical perspectives in three scenarios. Multiple regression analyses were performed to discover relationships between overall EI, certain dimensions of EI and their ethical judgments. Findings The authors’ results found that the composite EI score as well as the EI subscale of decision making were both significantly related to the relativism ethical perspective. Age was an additional significant factor for EI and EDM. Research limitations/implications Future research should attempt to replicate these findings among different managerial levels, industries and countries to further understand the distinctive relationships between EI and ethical judgments. Practical implications This study highlights the importance of integrating EI and ethical judgment within corporate training programs and business school curricula, as important is the emphasis on moving the subject of ethical judgment from one of awareness to sustained ethical behavior through accountability. Originality/value This study contributes to the literature by identifying how EI and its decision-making subscale are significant to EDM.
PurposeThe study attempts to extend the current scholarship in the field of employer branding. Integrated communication is about consistent communication that is synergistic through multiple communication channels. Employer branding activities that involve multiple internal communication channels aim to attract employees. The study proposes that the perceived impact of effective integrated communication in employer branding shapes employee attitude and hence employee attraction. Employee perception of the choice of communication channels is also proposed to have an impact on employee attraction.Design/methodology/approachAn exploratory qualitative study in the form of interviews and a preliminary survey was conducted in the first phase. The main study involved a questionnaire survey to empirically test the proposed hypotheses. The respondents were information technology–business process management (IT-BPM) employees (n = 520) in India.FindingsThe direct and interaction effects of integrated communication and usefulness of communication channels on employee attraction within the organization were empirically validated to suggest a positive impact on employee attraction.Originality/valueThe study extends the current body of knowledge on talent attraction to include present employees. Similarly, the study on integrated communication and its impact on employee attraction is an important addition to the literature on employer branding, internal communication and talent management, given the present coronavirus disease 2019 (COVID-19) situation.
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