Analysing the effectivness of employer branding

It is said that possessing stronger trade name equity and a extremely engaged, committed work force will present competitory advantage and superior fiscal consequences for an administration. Firms often focus their stigmatization attempts towards developing merchandise and corporate trade names in order to increase its client base and to heighten its market growing. Branding can besides be used in the domain of human resource direction which is termed as “ Employer Branding ” .

A strong employer trade name makes it easier for an organisation to pull and retain endowment. It provides the ability for an administration to places themselves in the market for endowment as a preferable employer. It stimulates the publicity of positive word of oral cavity sing the organisation, which in bend will be helpful in pulling endowment to the organisation as it is said that the possible occupation searchers are extremely dressed ores on the repute of the organisation and they are willing to function for a extremely branded organisation. Attracting of the right endowment at the right clip is critical for an organisation to present higher degrees of client service.A Importantly it is the chief driver of value from the administration ‘s intangible assets.

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Therefore this research survey will try to foreground the importance of employer stigmatization in recruiting and choosing endowment to an administration. For the intent of transporting out the survey “ Aviva Plc ” an insurance company which is reputed as a company with good employer stigmatization was selected.

Aviva Plc is a planetary insurance company headquartered in London, United Kingdom. It is the 5th largest insurance company in the universe measured by net premium income. Aviva is chiefly listed in London Stock Exchange and its secondary listing is in New York Stock Exchange. It is the market leader in both general insurance and life and pensions in the UK with 54,000 employees functioning 53 million clients across 28 states and has major concern in North America, Asia, and Europe.

History of Aviva can map out back to the formation of theA Norwich UnionA by Thomas Bignold in 1797 and theA Commercial Union in 1861. It was ab initio created by a amalgamation of Norwich Union and CGU Plc which was besides a consequence of a amalgamation between Commercial Union and General Accident in 2000. The Aviva name was adopted in July 2002. It was continued with the name Norwich Union as its trading name in United Kingdom until June 2009 and so changed as Aviva.

Aviva has developed an active Hour policy in footings of endowment direction, beef uping the Aviva employer trade name and heightening leading within the employees of the administration. Further their Hour policy will specify the company ‘s internal mobility policy of driving and supervising alteration, every bit good as advancing diverseness and societal duty. Within the docket of the planetary “ One Aviva, twice the value ” scheme, HR sections of the Aviva Group and the Europe works collaboratively to develop common HR attacks and tools.

Aviva is a strong planetary concern with clients at its bosom that stands entirely in resistance to all unsure economic backgrounds ; clients are go arounding to Aviva for their fiscal safety. Aviva combine strong life, general insurance and every bit good as long term nest eggs and fund direction concerns under a individual planetary trade name. It extremely concentrates on supplying clients with prosperity and peace of head. This combination has provided the ability to Aviva Plc, in order to gain dependable gross from diverse beginnings and aid to fund and turn its concern more efficaciously. Further its employee friendly civilization which promotes diverseness and equal chances and regard at work topographic point has become the finding factors of pulling employees in add-on to its acknowledgment as a financially sound strong planetary insurance concern.

Literature Review

In present twenty-four hours trade names are among a house ‘s most valuable assets and as a effect to that trade name direction plays a cardinal function in many houses irrespective of the graduated table or environment it operates or any other factor. Even though houses by and large focus their stigmatization attempts towards developing merchandise and corporate trade names, branding can besides be used in the country of human resource direction which is termed as “ employer stigmatization.

Employer branding signify house ‘s attempts to continue, both within and outside the house, a clear vision of what makes it diverse and sought-after as an employer. Employer stigmatization is defined as “ a targeted, long-run scheme to pull off the consciousness and perceptual experiences of employees, possible employees, and related stakeholders with respects to a peculiar house ” ( Sullivan, 2004 ) . Further in his survey Sullivan has stated that “ The employer trade name puts forth an image demoing the organisation as a good topographic point to work ” . Obviously good employers help their employees to larn and turn and every bit good as to unleash their potencies. They concentrates on employee good being. This kind of employer behaviour will ensue in making a good word of oral cavity among the populace which will so take to heighten the popularity of the employer. Employees willing to work for such employers and they prefer to retain with. Potential employees to want to fall in manus in manus with an employers with a repute.

Harmonizing to Cable and Turban ( 2001 ) the construct of trade name equity can be generalized to recruitment model in which occupation searchers deal with issues similar to those faced by consumers. Barber, 1998 said that as consumers do with merchandises and services, occupation searchers form beliefs about possible employers ; these beliefs provide the foundation for judgements about whether to follow or accept employment offers. If such beliefs, which we call employer trade name image, are similar in construction and impact to merchandise trade name images, so enlisting research workers may derive penetration into the practical effectivity of assorted enlisting patterns by analyzing correspondent dimensions of employer trade name image and merchandise trade name image and the selling behaviours known to hold an consequence on those dimensions.

( Aaker, 1991 ; Keller, 1993 ) pointed out that by organizing a unique, favourable trade name image in consumers ‘ heads, organisations can increase the likeliness that their merchandises or services will be chosen over similar merchandises or services. Cable and Turban ( 2001 ) have argued that similar procedures may impact occupation searchers ‘ determinations during enlisting so that organisations with strong trade name peculiarity would be ideal to those with weak or negative trade name individualities.

Presently the importance of employer stigmatization has been recognized than the earlier yearss and it is evident that more accent is given and seemingly using significant resources on employer stigmatization runs, stand foring that they are happening value in the pattern. Conference Board study on employer stigmatization has stated that ( Conference Board, 2001 ) organisations have found that effectual employer stigmatization will be result in conveying forth competitory advantage, helps employees internalise company values and aids in employee keeping.

Harmonizing to the findings in the selling literature, we expected that persons ‘ application determinations sing organisations in their pick set ( i.e. , those organisations refering which they are doing occupation application determinations ) may be affected by employer trade name image, which we define as possible appliers ‘ attitudes and perceived features about the occupation or organisation. Interestingly, enlisting research workers have presented definitions of organisational image that are likewise to these two dimensions of trade name image. As an illustration, organisational image in the enlisting literature has been explained as both general response toward a company ( Gatewood, Gowan, & A ; Lautenschlager, 1993 ) and attitude sing a specific set of properties about the house ( Belt & A ; Paolillo, 1982 ) . Indeed, enlisting research has come together on both occupation searchers ‘ attitudes ( e.g. organisational attraction ) and perceived occupation properties as important dimensions of occupation searchers ‘ beliefs about employers ( Barber, 1998 ; Rynes, 1991 ) .

Following the tendencies in merchandise selling, most of the organisations have started to prosecute in corporate societal duty activities and every bit good as begun spread outing their enlisting attempts to encompass sponsorships of campus activities to construct employer trade name image ( Poe, 2000 ) . For case, several telecommunications companies have contributed financess for scholarships and equipment to the Electrical and Computer Engineering Department at Virginia Tech ( Behr, 1997 ) , whereas several other organisations have sponsored tailgate parties at campus featuring events or concerts ( Munk, 1998 ) , presuming that such activities will ensue in heightening trade name images similar to those of event sponsorships, In today ‘s context most of the m believed that those sort of activities have a greater impact on occupation searchers ‘ attitudes than on their perceptual experiences of occupation properties.

Recruitment research workers suggest that positive viva-voce indorsement can hold a strong impact on employer trade name image. Harmonizing to the research findings of Fisher, Ilgen and Hoyer ( 1979 ) it was revealed that graduating pupils found information obtained from people outside the organisation to be more dependable than the same information obtained from organisational representatives. Further, they found that pupils were most likely to admit occupation offers when received positive information about the company from the foreigners. Similarly, Kilduff ( 1990 ) found that graduating MBA pupils showed strong penchants for organisations that were most preferred by their equals ; these effects continued after commanding for pupils ‘ grades and work experience.

Recruitment literature proposes that many similarities exist between conceptualisation of trade name image and the state of affairs faced by possible labour market entrants. As inexperient occupation searchers find it impossible to compare the bing options on the footing of the exact properties of the occupation and company because many properties are unknown or unknowable to them. Therefore occupation searchers may trust on employer trade name images as counsel for doing determinations sing their possible employer. As with the merchandise stigmatization procedure, organisations may indirectly excite possible occupation searchers picks through the result of their recruitment mix on employer trade name images ( i.e. , attitudes and perceived properties ) . As such it is envisaged that possible appliers ‘ employer trade name images would hold an impact of organisational enlisting activities on occupation searchers ‘ purposes and determinations.

Research purpose and Aims

All most all the organisations continuously focus its attending on positioning its merchandise in the market by making a good trade name image among its clients. Branding besides related to Human Resource domain of a concern which is so called as employer stigmatization. This is a instead new construct towards pulling and retaining best possible endowment within an organisation.

Early surveies suggest that employer trade name image and general attitude towards the company and perceived occupation properties straight impacts on occupation searchers determinations on choosing an employer of their pick while early recruitment-related activities has an indirect impact as it in bend helps in heightening trade name image of the company. Thus the intent of transporting out this survey can be pin point as to look into the perceptual experience of employer trade name in an organisation and the extent to which it could be used to heighten enlisting and choice procedures. Based on that purpose research inquiries can be built up as follows.

Research Questions

Whether there is any relationship between employer stigmatization and enlisting and choice processs of the organisation.

To what extent employer stigmatization could be used to heighten enlisting and choice procedure.

As such this survey would concentrate attending on replying the above inquiries. Further the aim of transporting out this survey can be summarized as follows.

Research Aims

To look into the relationship between employer stigmatization and enlistings in organisation through analysing the literature.

To analyse whether employer stigmatization has any impact on pulling employees.

To place the extent of employer stigmatization at Aviva Plc.

To place occupation searchers perception about their possible employer

To place how employer stigmatization could be used in order to heighten enlisting and choice procedure.


As mentioned at the beginning of the paper Aviva Plc, which is a reputed planetary insurance company was selected in order to transport out our survey. It has to be selected the population and every bit good as the sample in order to transport out this research. For the intent of replying the research inquiry “ Whether there is any relationship between employer branding with enlisting and choice processs of an organisation and to what extent employer stigmatization could be used to heighten enlisting and choice procedure ” two different population will be selected.

First bing Aviva employees will be selected as the population in order to turn to the inquiry of “ what made them to choose Aviva as their calling spouse and whether they are satisfied with the determination made? ” in order to look into in to the affair of whether employees consider employer trade name equity when make up one’s minding up on the employer. Since Aviva is a universe broad company with over 53,000 employees across 28 states with different concern units as Aviva UK life, Aviva UK general insurance, Health attention it is non possible to garner informations from all most all the employees. There forward for the intent of contracting down the range and every bit good as for the easiness of garnering information Aviva Plc, London ( the caput quarters of Aviva Plc ) subdivision was selected as the population to our survey. Out of that 50 employees were selected indiscriminately in order to stand for the full population. It should be noted that our random sample of selected employees include employees from all degrees of the company stand foring both males and females from diverse societal backgrounds and with assorted educational position. Face to confront interviews were used as the medium of garnering informations from employees, and a series of closed ended inquiries were directed to them during the clip of interview.

And besides farther sample of possible occupation searchers including university undergraduates and alumnuss with no anterior work experience were taken in order to analyze their perceptual experience about their possible employer of pick in order to place their attitudes toward their preferable organisations and perceived occupation properties. For this intent graduates and undergraduates those who reside in London were selected as the population of the survey as mentioned earlier. Random sample of 50 people were selected in a manner that it include both alumnus and undergraduate males and females from varied societal backgrounds. Standard Questionnaires which consists of 20 Multiple Choice Questions ( MCQ ‘s ) were distributed among the selected alumnuss and undergraduates through electronic mails. As we used both face to confront interviews and questionnaires that consists of closed complete inquiries, our research is chiefly based on qualitative informations.

In add-on to that assortment of secondary informations which consists of old research surveies related to our inquiry country, diaries, Articles in order to acquire some penetrations and to supply the foundation to our survey and every bit good as findings of the labour market studies in order to place the current tendencies sing the employment, unemployment, degree of instruction and assorted other related affairs in order to get at a better decision.

Ethical Issues

During our observations with possible and current employees it was apparent that most of them prefer to fall in with a well reputed company with a good trade name image. Aviva is a globally recognized employer with the acknowledgment as a good employer that value diverseness and regard at the work topographic point and handle its employees good. Aviva motivates its employees to larn and turn and assist them to unleash their potencies. This is the repute that Aviva had gained over the past old ages. Therefore people prefer to choose Aviva as their calling spouse. Therefore there is a high demand in the occupation market for Aviva.

Owing to these grounds and perceptual experiences of the people, Aviva can demand them egos during the clip of enlisting and will worsen the bargaining ability of the campaigner at the clip of interview. Company tempts to implement stiff enlisting and choice processs in order to choose the best individual out of the best. Due to these state of affairss campaigners find it hard to dicker them egos during their clip of interviews for a better wage and for other periphery benefits which will leads to sabotage their educational and professional makings, experience etc. This leads to a decrease in employee ‘s quality of life.

Therefore by holding a good employer trade name company will be benefitted as they have the ability to pull extremely qualified employees or in other words right individual with right attitude to the company even at a comparatively lower wage than the employers who do non hold such a trade name image. Even though the company is benefitted, this may non hold a good impact on employees as it negatively affects on their quality of life.


Several restrictions were exercised when transporting out this survey. For the intent of transporting out this survey two random samples were selected. i.e. 50 Aviva employees and 50 undergraduates and alumnuss those who do non hold anterior work experience. When assemblage of information from these two samples several restrictions were exercised. As when garnering information from Aviva employees through face to confront interviews, several fondnesss were noticed and it was evident that they are loath to come up with independent sentiments.

On the other manus when assemblage of information from alumnuss and undergraduates questionnaires were used and these questionnaires were send through electronic mails. It was observed that the respondent rate was excessively low and most of the questionnaires were uncomplete.

For the intent of transporting out our survey random samples were selected and tried to choose a sample in a manner that it represents the full population by avoiding prejudices. But when geting at the cosmopolitan decisions which may be applicable to the full Earth, the sample may non be accurate as attitudes of the people may differ harmonizing to their degree of instruction, economic status, degree of experience, societal position and several other factors.

Further we were non permitted to go to to Aviva ‘s employee logs. HR inside informations such as enlisting and selecting processs, standards ‘s of measuring during the enlisting and choice procedure, salary and other payment inside informations etc.


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