跨国公司
业务
雇主品牌
营销
第三产业
全球化
样品(材料)
人力资源
企业品牌
人力资源管理
服务(商务)
人口
公共关系
管理
品牌管理
政治学
经济
社会学
化学
人口学
财务
色谱法
产品管理
法学
新产品开发
作者
Mala Sharma,Pratibha Verma
出处
期刊:Advanced series in management
日期:2023-06-27
卷期号:: 71-77
标识
DOI:10.1108/s1877-636120230000031007
摘要
This research examines and analyzes the impact of employee branding and employer branding in multinationals that exceeded the national boundaries in globalization. The motive of the research is to identify the significance of employer and employee branding for the success of the multinationals. The emergence of a MNC culture in India is widespread, and it promotes an employee-oriented philosophy by making all the amenities available to the employees. Multinational organizations focus on employee and employer branding to achieve the desired goals. Employee branding is a new term in the service industry that emphasizes the internal marketing of the organization Infront towards the external image of a company. India has a significant presence of service sectors as in the top 10 around the world. Employment rate in the service sector in India is more that 32.33% as per the collected data by the World Bank in 2020, wherein the large number of employees contributing their services in the different fields becomes a matter of concern for a company’s policies. This research was conducted on a population sample size of 204 respondents working in multinational organizations of Gurugram, India, using convenience sampling through a structured questionnaire. Data analysis of the survey was coded in Ms-excel 2015 and SPSS-21. Primary and secondary data are used in this study. Primary data are collected through questionnaire method, and secondary data are collected through journals, books, websites etc. This study will help human resource managers to improve HR policies and organization culture and to increase employee branding to gain desired success in organizations.
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