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Rural Marketing Strategies and Challenges

(Vol. 15, No. 4, October-December, 2017) ISSN 0973 – 8444
Employee Engagement & Internal Employer Branding: A Study of Service Industry
Kishore Kumar Morya1 & Sheetal Yadav2
1Associate Professor, School of Management, G.D Goenka University, Sohna Road - Gurgaon 122103, India, kishore.morya@gdgoenka.ac.in : M- 7988108826
2Research Scholar, G.D Goenka University, Gurgaon, Sohna, Haryana, India, sheetalanand.yadav@gdgoenka.ac.in, M – 9873483293
 
Abstract: Today’s globalized world has become major source for competitive labour market, where organizations are fighting to get and retain best talent in their organizations. In this cut throat competition of attracting best talent, organizations use their internal employer branding to get top rank in the list of Universum1. This paper aims to find a relationship between internal employer branding and employee engagement, in the hotel industry. A gap has been identified through extensive secondary research. Non- probabilistic sampling was used to select respondents for survey in NCR. Factor analysis on collected data revealed three main factors of internal employer branding having direct effect on employee engagement on which the hotels should focus on to get greater profitability.
 
Keywords: Internal employer branding, employee engagement, resource based view, employee value proposition.
 
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