Non-financial employer-branding and workforce impetus: the mediating effect on the banking sector

Abstract

Due in large part to their involvement in operationalizing the business aims and strategies of organisations, workers are currently the most valuable tangible asset. It takes efficient, unbiased, and fair employer-branding systems to boost productivity and accelerate the growth of these workforces. This study therefore explores non-financial employer branding and workforce impetus. Through a descriptive research method, data was gathered through a questionnaire set, distributed to the members of staff from Guaranty Trust Bank within the Amuwo Odofin Local Council District in Lagos State, Nigeria. The population is given as 210. The rationale for the selected bank/branches, staff, and geography are based on factors, such as its capital base, number of years in service, and proximity. By applying the Taro Yamane formula, a sample size of 135 was computed. A 5-point Likert scale questionnaire-set was manually distributed to the respondents to collect data. A five 5 % probability level of significance was applied as a decision rule when analysing the data using the Chi-square and percentage frequencies statistical tools. The results reveal the existence of a significant and positive relationship between non-financial employer branding and workforce impetus. Thus proposing implications for policy by asserting that the human capital unit must exercise caution when implementing non-financial employer-branding in the firm's incentive structure because only a limited number of these elements can meaningfully increase staff commitment at work. Thus, its implementation within a biased framework or system would be inefficient and ineffective.