Employee As A Means For Creation Of Brand Image: A Study On An Educational Institution

The focus of our research paper is to analyse the impact of employer branding and organization attractiveness factors in Lovely Professional University covering technical and higher education context. Data is collected from 323 respondents (Students) in Lovely Professional University. Structured questionnaire was used to gather the data for the study. Results of Regression Analysis have revealed employer branding factors like employee brand knowledge, employee brand awareness, employee experience, employee support and recognition of effort found to be strong. Organization attractiveness in the form of respectful work environment and attractive place of employment, work place fun and informality, healthy association between employer and faculties had shown positive influence on OCB. Organization citizenship behaviour is the increasingly desirable form of employees behaviour where motivation for employer branding and attractiveness of institution must play a significant role. These concepts should be treated as an effective technological tool in the hand of management and must be adopted strongly in Technical educational institutions as well as in other sectors to attract and retain potential employees.