Employer Branding Assignment

Running head: EMPLOYER BRANDING
Employer branding as a tool for talent attraction and retention in retail business
Name of Student:
Student ID:
Name of University
Author’s Note:

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Table of Contents
Chapter 1: Introduction....................................................................................................................4
1.0 Introduction............................................................................................................................4
1.1 Background of Study:............................................................................................................5
1.2 Significance of Study:............................................................................................................6
1.3 Research Aims:......................................................................................................................7
1.4 Research Objectives:.............................................................................................................7
1.5 Research Question:................................................................................................................7
1.6 Research Hypothesis:.............................................................................................................8
1.7 Research Rationale:...............................................................................................................8
1.8 Research Methodology:.........................................................................................................9
1.9 Dissertation Structure:...........................................................................................................9
Chapter 2: Literature Review.........................................................................................................11
2.0 Introduction:........................................................................................................................11
2.1 Employer Branding and Image:...........................................................................................11
2.2 Theoretical Perspectives:.....................................................................................................13
2.3 Employer Branding in Retail:..............................................................................................15

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2.4 Elements used by Employers in differentiating themselves:...............................................17
Current trends and practices:.................................................................................................18
Planning for Change:.............................................................................................................20
Best Practices from Companies having strong EVPs:...........................................................20
2.5 Employer of Choice:............................................................................................................23
2.6 Relationship between Employer Branding and Attraction:.................................................24
Examples of Successful employer/Employee Branding and Image:.....................................27
2.7 Gaps:....................................................................................................................................30
2.8 Conclusion:..........................................................................................................................30
Chapter 3: Research Methodology:...............................................................................................32
3.0 Introduction:........................................................................................................................32
3.1 Research Method:................................................................................................................32
3.2 Research Philosophy:...........................................................................................................32
3.3 Data Collection Process:......................................................................................................33
3.3.1 Primary Data Collection:..............................................................................................33
3.3.2 Secondary Data Collection:..........................................................................................34
3.3.3 Interviews:........................................................................................................................34
3.4 Sampling Method:...............................................................................................................35
3.5 Data Analysis:......................................................................................................................36
3.6 Ethical Consideration:.........................................................................................................36

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3.7 Summary:.............................................................................................................................37
Reference:......................................................................................................................................38

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Chapter 1: Introduction
1.0 Introduction
Employer branding has developed in consequence for the changes in the behavior of the
job seeker along with the augmented competition in the talent war. According to Leekha
Chhabra and Sharma (2014), the statistics are quite confounding with approximately 75 per cent
of the candidates expending over an hour researching on the organization and around 70 per cent
stating they would not be taking up job with a bad corporation even if staying unemployed.
LinkedIn found out that the prime reason for the candidates in not applying for a job is because
they do not know what it is going to be like in the organization once they get in.
Employer branding is mainly made of two segments; a) What the talent believes it would
be like working in a particular organization, and b) What it is in reality to work in that
organization. These two are stated to be similar, but are also different in understanding. The first
part takes in the ways the people identifies the company as a place for working, is mainly about
the information existing online about that particular company. The second segment is the one
that has an impact on the first. What that particular company is the basis for the brand identity of
the employer. If that particular company has a culture that is buttoned up along with clear
hierarchy, that is what would ultimately ooze out into the world. If the company is focusing on
working on game changing technology through creating a fun atmosphere, that would be the
thing that would define the company.
Thus paper would be dealing with the topic of employer branding as a tool for attraction
of talent and retention of the same in the retail business, where the company chosen by the
researcher is JYSK, a Danish retail chain in the Ukrainian backdrop. Organizations have been

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making use of branding as strategic tools in the present business environment with increasing
reliability. Employer branding is something new towards the recruiting and retaining of the best
possible talent within the environment of recruitment that is becoming immensely competitive
(Theurer et al. 2016).
1.1 Background of Study:
JYSK is one of the global retail chains that are in the habit of selling everything for the
home. It is been owned by the founder Lars Larsen who took the initiative of opening the first
ever JYSK store in Aarhus, Denmark, in the year 1971. JYSK ventured into Ukraine in the year
2004 and has since then expanded in their desired way. Under the present circumstances, JYSK
has been operating in Ukraine through their 33 stores and is being boasted by 322 employees
who work hard for them in the best possible manner. In the year 2015/16, JYSK opened 3 new
stores in Ukraine. Such has been the popularity of JYSK that the company has been awarded
consumers’ desired retailer in Ukraine for four consecutive years starting from 2012. JYSK
believes that their customer service is the main reason for them being nominated for that title as
customers love what they provide. According to Batta (2016), JYSK had a record outcome in
Ukraine with the company witnessing a turnover of 125 million UAH along with the augmenting
earnings as well. The management of JYSK Ukraine believes in the fact that the Ukrainian
employees of theirs deserve all the recognition in the world for their excellent performance
resulting from their sheer hard work. They have been instrumental in JYSK becoming the most
accepted retailer over and over again, moving the company forward and making a difference for
their customers’ regular life. JYSK gives much importance to their employees; they are seen and
heard everytime at the workplace. This company puts much emphasis on strong teams along with
great engagement from the employees, getting on the job training along with joining the internal

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training programs designed by the company. The company is a firm believer of the fact that with
the growth of the employees, the company grows. The company has structured itself in a way
that generates opportunities. In the present scenario, employees give their best where they are
being looked after by their employers in the best possible manner and JYSK has done the same.
Their endeavor in being the best has brought out the best from their employees. Customers like
what they see and get and employees too love what they experience and deliver out there at the
workplace. This is the factor that is keeping the company going.
Managers can make use of employer branding as a shadow under which they can
channelize various recruitments of employees along with the activities of retention into a
coordinated strategy of human resource. Employers have the ability in controlling the power of
the brand in engaging their employees through emotional means in attaining the changes,
exceptional results or augmenting the factor of attraction and policy of retention (Al-Emadi,
Schwabenland and Wei 2015). Organizations have been able to found that efficient branding of
employees
1.2 Significance of Study:
The current study is significant within the present context as it is important in evaluating
the factor of employee branding as a tool for the attraction and retention of employees in JYSK.
The opportunities that is being made available to the adult population for developing and
maintaining their ability in skills over a period of lifetime, whether at the place of work or
outside of it, significant in attaining high extent of quality of labor force (Davis 2013). As
compared to the average functional literacy expertise among the adult population that is being
employed, Ukraine has been performing much worse than the other countries that have much
lower shares of the extremely educated people among the population that is adult.

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For big global companies like JYSK, it is important to make sure they have the best talent
on board, outsourcing skilled labor from other places would not be of any help to Ukraine. So it
is important to evaluate the ways JYSK has been dealing with the Ukrainian labor force and
making them efficient along with effective which is showcasing in their business results.
Therefore, it is relevant to study the effect of employee branding as a tool in the retail industry.
1.3 Research Aims:
The main aim of this research is in studying the positive and negative impacts of the
employee branding as a tool in the retention and attraction of employees in the retail industry.
The researcher would be making use of the exclusive literature in gathering the knowledge on
this subject matter and conducting a research on the application of the same by the organization,
JYSK. The research also aims in conducting primary research in recording the data along with
information related to the preference and satisfaction of the employees within the industry.
1.4 Research Objectives:
The main objectives of the researcher are being stated below:
a. To assess the effectiveness of employee branding as a tool
b. To analyze the ways JYSK brings employee branding into play for retention and attraction of
employees
c. To recommend certain plans and policies through which JYSK can better their employee
attraction and retention if required.
1.5 Research Question:
a. What are the effects of employee branding on employee attraction and retention?