Abstract
The purpose of this paper is a pilot assessment to determine the validity and reliability of the instrument of employer branding dimensions namely training and development, employer brand reputation, work life balance and organization culture developed by Tanwar and Prasad (2016). The survey approach was used to collect response through 61 usable questionnaires from the academic staff of higher educational institutions located in Punjab which is largest populated province of Pakistan. The present study used the simple random sampling method in data collection. Then, the validity and reliability of items of employer branding dimensions were assessed through expert’s opinions both from academicians and practitioners and also from the small size sample data. The SPSS v20 was used to test the reliability in this study. Hence, the results of pilot study reveals that, the Cronbach’s alpha values of all constructs are above than 0.80, so it can establish that all the constructs of employer branding are reliable and no need to remove any item.
Highlights
Brand management is not a new concept for most organizations it has a significant importance; the brands are most important intangible assets of an organization (Keller, 2006)
The purpose of this paper is a pilot assessment to determine the validity and reliability of the instrument of employer branding dimensions namely training and development, employer brand reputation, work life balance and organization culture developed by Tanwar and Prasad (2016)
The results of pilot study reveals that, the Cronbach’s alpha values of all constructs are above than 0.80, so it can establish that all the constructs of employer branding are reliable and no need to remove any item
Summary
Brand management is not a new concept for most organizations it has a significant importance; the brands are most important intangible assets of an organization (Keller, 2006). The branding strategies applied in human resource management, even organizations resorting to branding for attracting and retaining the best talent (Mosley, 2015). Recent report highlighted that talent shortage in services sector is an alarming and urged employer to retain the best talent to compete in this new war for talent (Mosley, 2015). The employers realized that to sustain in new war for talent, is the appropriate way to become attractive in employment market is by having strong, distinguishable and clear employer brand (Backhaus & Tikoo, 2004; Berthon et al, 2005; Born & Kang, 2015; Rampl & Kenning, 2014; Gozukara & Hatipoglu, 2016; Kucherov & Samokish, 2016). The aim of consumer brand is to attract and retain the consumers by developing consumer brand loyalty, in the same way the aim of employer brand is to attract and retain the best talent by developing employee brand loyalty
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