11th HRM Student Research Symposium 2024

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    THE IMPACT OF E-RECRUITMENT ON EMPLOYEES' PERCEIVED ORGANIZATIONAL PERFORMANCE: A STUDY OF IT PROFESSIONALS IN SRI LANKA’S LEADING INFORMATION TECHNOLOGY COMPANY
    (Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Thathsarani, K.H.L.N.; Ekanayake, E.M.H.L.
    The study employs a quantitative research approach, utilizing a structured questionnaire to collect primary data from executive-level employees in the IT sector. An explanatory research design is adopted to examine the cause-and-effect relationship between e-recruitment and employees' perceived organizational performance, using a simple random sampling technique to ensure equal representation. Data analysis was conducted using SPSS, incorporating reliability tests, correlation analysis, and regression analysis to evaluate the hypotheses. The research follows a cross-sectional survey strategy, analyzing data from IT professionals at a single point in time, structured based on the Saunders, Lewis, and Thornhill research onion model. The findings indicate a positive impact of e-recruitment on organizational performance, with significant relationships found between e-recruitment (r = 0.685, R² = 0.469, p = 0.000), Job Boards, and Job Websites in enhancing employee perceptions of success, productivity, and satisfaction. Effective use of these digital hiring methods improves talent acquisition and workforce engagement, ultimately boosting organizational performance. Between e-recruitment practices and employees' perceptions of organizational performance, confirming that well-structured e-recruitment strategies enhance hiring efficiency, job satisfaction, and workforce productivity. The results suggest that digital recruitment methods can improve organizational effectiveness by streamlining the hiring process and ensuring a better match between candidates and job roles. However, the study is limited to a single IT company, and further research is recommended to validate the findings across different industries and geographical regions. To optimize e-recruitment outcomes, organizations should continuously update and optimize their job boards and websites, integrate AI-driven analytics to assess recruitment efficiency, enhance candidate engagement through interactive elements such as chatbots and real-time support, expand future research across multiple industries, and consider a mixed-methods approach incorporating qualitative insights from interviews and focus groups.
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    IMPACT OF EMPLOYER BRANDING AND ORGANIZATIONAL IDENTIFICATION ON EMPLOYEE RETENTION – STUDY OF EXECUTIVE LEVEL EMPLOYEES IN A LEADING PRIVATE ORGANIZATION IN SRI LANKA
    (Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Wijerathna, W.S.U.B.; Wijewantha, P.
    This study explores the impact of employer branding and organizational identification on employee retention, with a focus on executive-level employees in a leading private organization in Sri Lanka. Employer branding, as a strategic tool, plays a crucial role in attracting and retaining top talent, while organizational identification reflects employees' alignment with the values, culture, and objectives of the organization. Using a mixed-methods approach, this research examines the relationship between these two constructs and their influence on the decision of executive-level employees to remain with the organization. Data were collected through surveys and in-depth interviews, with responses analyzed using statistical and thematic analysis techniques. The findings suggest that a strong employer brand positively affects employee retention by enhancing organizational loyalty and satisfaction. Moreover, a high level of organizational identification was found to significantly strengthen retention rates, as executives who identify with the organization’s mission and values tend to exhibit greater commitment. The study highlights the importance of employer branding and organizational identification in fostering a conducive environment for employee retention, offering valuable insights for HR practitioners in Sri Lanka and similar markets. Recommendations for organizations seeking to improve employee retention strategies are also discussed. Keywords: Employer branding, organizational identification, employee retention, executive level employees, private organizations, Sri Lanka.