Symposia & Conferences
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Item THE IMPACT OF EMPLOYER BRANDING ON EMPLOYEE RETENTION WITH THE MEDIATOR IMPACT OF JOB SATISFACTION IN THE INSURANCE SECTOR IN SRI LANKA(Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Arampath A.M.H.M.; Janadari M. P. N.The prime objective of the research is to find out the impact of employer branding on employee retention in the Sri Lankan insurance industry. Using primary data, identifies the factors that make employees more attractive, and identifies the mediating effect of job satisfaction on the impact of employer branding on employee retention. This study was conducted among a sample of 306 individual employees in ABC and XYZ insurance companies. Simple random sampling was used to select the sample whereas Morgan table was used to determine the sample size. Primary data were collected by adopted standard measurement scales via questionnaire. Data analysis was done with the support of SPSS, version 23.0 employing correlation, regression and descriptive statistics. Based on this findings insurance sector’s branding has significant impact on employee retention. Also it was found that there is a mediating effect of job satisfaction in between employer branding and employee retention. Accordingly, it is recommended to managers that employees can be retained in the organization by enhancing the employer branding.Item IMPACT OF EMPLOYER BRANDING AND CORPORATE REPUTATION ON ORGANIZATIONAL CITIZENSHIP BEHAVIOR(Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Wijesooriya, T.M.N.M.; De Silva, G.H.B.A.This study examines how employer branding and corporate reputation influence Organizational Citizenship Behavior (OCB)—voluntary actions that contribute to organizational success. Employees' perceptions of these factors impact engagement, commitment, and discretionary efforts beyond formal job roles. A cross-sectional survey was conducted with 385 corporate employees using a structured questionnaire distributed via digital platforms. Employer branding was assessed based on attractiveness, reputation, benefits, and rewards, while corporate reputation was measured in terms of external recognition and internal alignment. Data analysis using IBM SPSS included reliability tests, correlation, and regression analysis. The findings reveal a strong positive correlation between employer branding, corporate reputation, and OCB. Employees in organizations with strong employer brands and reputations demonstrated higher commitment, initiative, and voluntary workplace behaviors. Regression analysis confirms that employer branding and corporate reputation significantly enhance OCB, reinforcing their strategic role in employee retention and performance. These insights emphasize the need for organizations to strengthen employer branding and corporate reputation to improve job satisfaction, engagement, and workforce stability. However, reliance on a quantitative approach and convenience sampling limits generalizability. Future studies should incorporate qualitative methods, larger samples, and industry-specific analysis. This research provides practical recommendations for HR professionals and business leaders to foster positive work cultures and align corporate reputation with employee expectations for sustainable growth.Item EXPLORING THE RELATIONSHIP BETWEEN EMPLOYER BRANDING AND EMPLOYEE RETENTION OF STAFF LEVEL EMPLOYEES: THE MEDIATION EFFECT OF EMPLOYEE ENGAGEMENT IN THE APPAREL SECTOR COMPANIES AT KATUNAYAKE EXPORT PROCESSING ZONE, SRI LANKA(Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Karunathilaka M.G.M.U.; Rebecca, E.Employee retention remains a critical task in Sri Lankan apparel sector, particularly in the Katunayake Export Processing Zone (EPZ). Using employee engagement as a mediator, this study uses a quantitative research design to investigate the link between employer branding and employee retention.126 staff-level employees from three apparel companies in the Katunayake Export Processing Zone (EPZ), Sri Lanka were asked to complete a structured questionnaire with a 5-point Likert scale. Representativeness across subgroups was guaranteed by the stratified random sampling technique.Using SPSS, statistical analyses were conducted to assess the hypotheses, including correlation, regression and mediation analysis. To improve engagement and retention, those findings highlight the necessity of a strong brand and a positive work environment.The examine gives actionable insights for groups to cope with retention challenges, emphasizing the importance of strategic employer branding and fostering engagement. However, the studies are restrained via its attention at the Katunayake EPZ, go-sectional layout, and reliance on self-suggested information.Future studies must explore longitudinal research, extra variables along with management and repayment, and tailor interventions to organizational contexts. The findings function a realistic framework for enhancing employee retention in competitive industries.Item The Influence of Employer Branding on Employee Retention Intention: A Study of Staff and Executive Level Employees in an IT and Finance Shared Service Center of a Multinational Manufacturing Company in Sri Lanka(5th HRM Student Research Symposium 2018, Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2018) Ranasinghe, E. R. P. D.; Nishanthi, H. M.Today, talent attraction and retention play major role for organizations than ever before. Companies will have to realize the many values in creating strong company cultures and employer brands if they are interested in attracting and retaining this generation's top talent. The prime purpose of this study was to assess the impact of employer branding on employee retention intention. This was a quantitative cross-sectional research study. Data was collected through a structured questionnaire. Simple random sampling technique was applied to select the sample, and the final sample consisted of 99 employees in IT and Finance Shred Service center in in Sri Lanka. The data was analyzed using SPSS, employing the correlation, regression and ANOVA tests. Findings revealed that there is no significant relationship between employer branding and employee retention. But the most important thing is some studies such as Sullivan (2017), Hade and Ahmed (2018), Ahmad and Daud (2016) also observed and experienced that there is no significant relationship between employer branding and employee retention after conducting their studies. Therefore, it suggests that organizational and cultural context can be caused to establish null relationship between employer branding and retentionItem The Impact of Employer Branding on Organizational Commitment: With Reference to Star Garments (PVT) Ltd in Katunayake(5th HRM Student Research Symposium 2018, Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2018) Kuruppu, W. K. A. S. S.; Janadari, M. P. N.In recent years employer branding has gained more attention among business personnel. The apparel industry in Sri Lanka has played major role into the competitive environment though representing the highest proportion in to the service sectors’ organization. Employer branding was played the legitimate value into that competitiveness of the trend of the modern world. The researcher has considered as the main purpose of this study was to examine the impact of employer branding on organizational commitment. By considering the dimensions of economic value, social value, and development value that cogitate the impact on organizational commitment. The final sample of the study consisted of 107 staff and executive level employees who are currently working in the Star Garments (PVT) Ltd, Katunayake. A standardized and pre-validated questionnaire was distributed among the study sample in order to collect data. The study conducted the simple regression and t-test analysis to assess the impact of employer branding on organizational commitment as well as the impact of economic value, social value and development value with considering organizational commitment. Further, the researcher was examined, with the demographic factor, that the result of gender of the respondents’ was controlled to assess the impact of the gender on the association of employer branding on organizational commitment. Findings revealed that there is a positive and moderate impact of employer branding on organizational commitment. As well as the economic value, social value and the development value were positive and moderate impact of employer branding on organizational commitment in respectively. Further, the study results revealed that gender does not significantly control the impact of employer branding on organizational commitment.Item Employer Branding and its Impact on Developing Sales Force Commitment in Pharmaceutical Industry in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Jayawardene, M.U.; Wanninayake, W.M.C.B.In today’s fast-changing business environment it is crucial for an organization to possess a highly qualified and motivated workforce in order to keep up with the fast pace of the market. The demand of competent personnel is increasing steadily, in particular for key-positions which require in-depth knowledge and expertise. However most of industries face big challenge to retain their employees within their organizations for long periods. The performances of pharmaceutical companies mainly depend on their Salesforce and it was noted that most of sales persons frequently change their companies and show low commitment towards their organizations. With the aforesaid background the present study is focused on assessing the impact of employer branding strategies on sales force commitment in pharmaceutical industry in Sri Lanka. As per the empirical nature of the study, proposed research has been designed as a quantitative study based on deductive approach. Both primary and secondary data will be collected for the study. Secondary data will be mainly collected through available online data, based on government reports, journals, articles, and publications of pharmaceutical industry. Primary data will be collected based on the survey among medical representatives, field managers and field coordinators who are working in registered pharmaceutical companies in Sri Lanka. All medical representatives, field managers and field coordinators of the pharmaceutical companies will be taken as target population, out of them 200 medical representatives, field managers and field coordinators will be taken as sample, proposed sample method is Random Sampling. The research instrument will be a self-administrated questionnaire. Data will be analyzed based on frequencies, percentages and descriptive statistical while correlation analysis and regression analysis will be adopted for testing hypothesis. The findings of the study will be helped to design employer branding strategies for improving the organizational commitment among Salesforce of pharmaceutical companies in Sri Lanka.Item The Nexus between Employer Branding and Executive Level Employees’ Job Satisfaction: A Case of AIA Insurance Lanka PLC(Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Mendis, M.V.S.; Wanigasekara, W.M.S.K.Employer branding has emerged as a result of the application of marketing principles to human resource management. Employer branding represents a firm’s efforts to promote, both within and outside the firm, a clear view of what makes it different and desirable as an employer. Employer branding may be a new terminology for many companies in Sri Lanka, but it is becoming more important to today’s businesses. Therefore this study was carried out to investigate the relationship between employer branding and executive level employees’ job satisfaction in AIA Insurance Lanka PLC. The study was based on a survey conducted on a sample of seventy (70) executive level employees working at AIA Insurance Lanka PLC. Employer branding is measured by using five dimensions such as economic value, development value, social value, diversity value and reputation value. Data were gathered through questionnaire method and data analysis was performed by using Statistical Package for Social Sciences. The results of the research indicate a positive relationship between employer branding and executive level employees’ job satisfaction in AIA Insurance Lanka PLC. Findings of this study could be used for bases of further empirical research. It is recommended to perform similar study in different organization or different industry in Sri Lanka.