Abstract
Kelaniya Journal of Human Resource Management is the journal of the Department of Human Resource Management, University of Kelaniya. The objective of this journal is to disseminate knowledge of research as conducted by the academic scientists and practitioners in the field of HRM. The journal contains research and review papers.
Highlights
Brands are among a firm's most valuable assets and as a result, brand management is a key activity in many firms in today's business world
According to Backhaus and Tikoo (2004) firms commonly focus their branding efforts towards developing product and corporate brands, branding can be used in the area of Human Resource Management (HRM) and using the application of branding principles to human resource management has been termed as employer branding
The objective of this study is to examine the relationship between employer branding and executive level employees’ job satisfaction in AIA Insurance Lanka PLC
Summary
Brands are among a firm's most valuable assets and as a result, brand management is a key activity in many firms in today's business world. According to Backhaus and Tikoo (2004) firms commonly focus their branding efforts towards developing product and corporate brands, branding can be used in the area of Human Resource Management (HRM) and using the application of branding principles to human resource management has been termed as employer branding. The differentiation of a firm's characteristics as an employer from those of its competitors is aimed by employer brand. Employer branding has become an important toolkit for human resources It aims to communicating an attractive employer image to current and future employees by integrating marketing concepts into human resource activities (Bodderas, Cachelin & Maas, 2010). The employees who are satisfied are the biggest assets to an organization as such employees who are dissatisfied are the biggest liabilities (Baghaei, 2011)
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