Impact of Employer Branding on Job Satisfaction: with Special Reference to Insurance Company

Abstract

Employer branding is relatively a new terminology for many companies in Sri Lanka, but it is becoming more important to today’s businesses. The prime focus of this study was to investigate the relationship between employer branding and executive level employees’ job satisfaction in AIA Insurance Lanka PLC. Seventy executive level employees were systematically sampled for the study. Employer branding is measured by using three dimensions such as economic value, development value and social value. Data were gathered through standardized questionnaire method and for the purpose of hypothesis testing, correlation and simple regression analysis were used by the researchers. Data were analyzed through Statistical Package for Social Sciences 20.0 version software to find out the relationship between variables. The results of the study suggest that there is significant positive relationship between employer branding and executive level employees’ job satisfaction in AIA Insurance Lanka PLC. It was therefore suggested that organization must be a great place to work in order to enable employees to feel satisfied and remain in the organization.