The effect of employer brand on employee job satisfaction of Telecommunication sector in Sri Lanka

Abstract

Satisfied employees are the most important factor to the organization to better keep engaged, involved and trusted workforce for the long period of time. Satisfaction can lead to the organization by translating satisfied employees to satisfied customers, reducing employee turnover, increasing the productivity, and dramatically reduce the cost of the organization. In order to retain the satisfied employees every organization needs to consider about their brand name. The research aims to find the impact of employer brand on job satisfaction of employees in the telecommunication sector in Sri Lanka. In this study the researcher concentrated on six dimensions of employer brand which are Economic Value, Development Value, Social Value, Interest Value, Application Value and Reputation Value. A survey was conducted with two firms under the telecommunication sector. The researcher used SPSS 16.0 to analyse the data. Based on the findings it was found out, that employer brand has significantly impact on job satisfaction. Dimensions such as economic value, development value, social value, interest value, and reputation value are significant and application value is not significant. Policy makers of this sector organizations need to design the brand based on applying knowledge, skills and experience of employees which they learn from the organization to the outside environment in order to keep satisfied workforce and to effectively retain them