“A STUDY OF EMPLOYEE BRANDING
AS A TOOL OF ORGANIZATIONAL EFFECTIVENESS:
SELECTED EMPLOYEES IN KANMANI ENGINEERING CORPORTION
Submitted to :
The Maharaja Sayajirao University of Baroda
Partial Fulfillment for Award of
M. Com. (Final)
Human Resource Management
Mr. NITISH BIPINKUMAR SHUKLA
M. Com. (Final) Specialization in Human Resource Management
Under the Guidance of
Dr. Umesh R. Dangarwala
M. Com. (Bus. Adm.), M. Com. (Acct.),
FCA, AICWA, M. Phil., Ph.D.
Department of Commerce and Business Management
Faculty of Commerce
The Maharaja Sayajirao University of Baroda,
February 15, 2014
1.0 INTRODUCTION OF THE PROPOSED RESEARCH STUDY:
Employee branding is basically what an employee projects about himself an organization
culture. A strong sense of affiliation is seen of the employee towards his/her organization. In
simple terms employees' attitude and engagement towards the employer brand image p r o mo t e d
through the culture of the organization. The employee branding consist of four important things that
is by selecting hiring/selective recruitment, providing targeted training/certifications for employees,
effectively communicating the organization's goal and what is expected, role clarity and the
compensation system should incorporate messages that consistently and frequently reflect the brand
and organizational image.
MEANING OF EMPLOYEE BRANDING :
The meaning of Employee Branding to the company is actually image of an
organization for the people working in the organization. It is this reputation that the
company make of them self inside their premises that are also carried out to the customers,
the clients and also who are affected by the proceedings of the company. Hence one can say
that within the company, employee branding is done to attract the employees, and also for
their subsequent retention in times to come so as to improve company's image as far as
the customer's satisfaction is concerned.
BASIC TERMS OF THE PROPOSED RESEARCH STUDY :
Employee : An individual who works part-time or full-time under a contract of
employment, whether oral or written, express or implied, and has
recognized rights and duties. Also called worker.
Branding : The process involved in creating a unique name and image for
a product in the consumers' mind, mainly through advertising
campaigns with a consistent theme. Branding aims to establish
a significant & differentiated presence in the market that attract
and retains loyal customers.
Organization : A social unit of people that is structure and managed to meet a need
or to pursue collective goals. Organizations are open system, they
affect and affected by their environment.
Effectiveness : The degree to which objectives are achieved and the extent to which
targeted problems are solved. In contrast to efficiency, effectiveness
is determined without reference to costs and, whereas efficiency
means "doing the thing right," effectiveness means "doing the right
2.0 COMPANY PROFILE :
KEC International Limited (Kamani Engineering Corporation Limited) the flagship company
of RPG group is global infrastructure engineering procurement and construction (EPC) major. It has
Presence in vertical of power transmission, power system, cables, railways, telecom and water. The
Company has powered infrastructure development in 50 Countries across the Africa, Americas, Central
Asia, Middle East, South Asia and South East Asia.
Key facts :
Superior project management, execution expertise and technical prowess in handling large
Successful track record of executing projects in inhospitable terrains (seas, rivers, mountains,
hills, deserts and forests).
Ability to overcome challenges of difficult climatic conditions (executed projects in +40°
temperature in Middle East region to -40° temperature in CIS region).
Quick resource mobilization for project execution world over.
Largest globally operating lattice transmission tower manufacturing capacity.
Only Company in the World having four tower testing stations, capability to test towers upto
ISO 9001, ISO 14001 and OHSAS18001 certified.
Multi-cultural work environment, having talent pool from diverse cultures across borders
Workforce with Multi-lingual communication (English, Spanish, Portuguese, French, Arabic,
Russian and Indian languages amongst others).
3.0 REVIEW OF LITERATURE :
Andrea Keating 2013: “Employee branding is all about influencing the behavior of
organization members. It is the practice of ‘aligning’ an employee’s behavior and often the employee’s
point of view with the image that the organization wants to project to its customers and external
stakeholders. Employee branding takes the organizational brand – the characteristics and attributes
that the organization wants to project—and educates employees on that messaging. Employee
branding is a tactic for generating ‘on brand’ behavior, behavior that expresses, presents and performs
the attributes that the organization wants as part of its reputation or brand. It attempts to influence
the interactions between employees within the organization as well as between employees and
external stakeholders. The idea is that an organization can strengthen its claim to the attributes
it desires when employees demonstrate these attributes.” (www. crewscontrol.com)
Giti Ashraf 2012: In the 1980s, organizational effectiveness became more prominent and
switched to being a concept from the status of a construct (Henry, 2011). This concept is elated to
issues such as the ability of an organization to access and absorb resources and c o n s e q u e n t l y
achieve its aims (Federman, 2006). As Gigliotti (1987) said, a unit which is i n d i v i d u a l l y
ineffective in terms of cooperation with the rest of the organization is doomed to failure. Cameron
(1978) pointed out that organizational effectiveness is the proficiency of the organization at
having access to the essential resources. However, McCann (2004) noted it as the criterion of the
organization’s successful fulfillment of their purposes through core strategies.
Vinitwatanakhun’s (1998) study illustrated that organizational effectiveness should focus on
human resources and organizations and help individuals to achieve skills and self-esteem in
order to control the new environment and find security and support. As Baker and Branch ( 2 0 0 2 )
pointed out, the organizations, laboratories and universities that are involved in scientific researches
suffer most, because they have to present effective management, behave more responsibly, and do
jobs with limited resources in order to improve their effectiveness. Although willing to improve
their effectiveness, the managers in these organizations first see themselves as scientists and then
managers. However, they have to deal with the problems of the organization and system
effectiveness. They are obliged to be innovative in their research, conduct, sponsorship as well as
design and management of their organizations.
4.0 RATIONALE OF THE PROPOSED RESEARCH STUDY :
The proposed research study would report on selected employee's feedback as well as
expectations & experiences with regard to selected Employee Branding. It would also list
out suggestions for an overall improvement for Organization effectiveness by o f f e r i n g
tool of employee branding that would be beneficial to organization. The proposed study
would make an attempt to find the impact on organizational effectiveness.
5.0 SCOPE & COVERAGE OF THE RESEARCH STUDY :
The research study would be undertaken to study & submit report on selected
employees of the company. The research study would measure & evaluate the
organizational effectiveness on the basis of tool of employee branding.
6.0 OBJECTIVES OF THE RESEARCH STUDY :
To know employee branding processes that are adopted in selected organization and its
role in maintaining organization brand image.
To identify whether employee branding is linked with organization effectiveness.
To assess the role of employee branding as a tool for enhancing recruitment selection
To analyze the data obtain from selected employee regarding the methods which can be
use to improve employee branding.
7.0 RESEARCH DESIGN OF THE PROPOSED RESEARCH STUDY :
The research design of the proposed research study considering its objectives, scope
& coverage would be Exploratory as well as Descriptive in nature.
8.0 RESEARCH METHODOLOGY OF THE PROPOSED RESEARCH STUDY :
The research methodology mainly includes the following :
8.1 Sources of Information :
The researcher would make the use of both primary data and secondary data
sources of information the case may be.
8.1.1 Secondary Data:
The secondary data will be obtained from published/unpublished literature on
the topic and from journals, news papers, books, websites, magazines, case
studies or any other relevant services.
8.1.2 Primary Data:
The primary data will be obtained from the selected employees of
KEC International Limited.
8.2 Research Instrument :
The researcher will be put to use structured non-disguised questionnaire,
supported with personal interviews of the employees of KEC International
8.3 Sampling Decisions :
Representative Sample :-
The selected employees drawn from the total number of employees of the
different sections of the company would be selected as the Representative
Sampling Frame :-
The representative sampling units in appropriate & justified size would be
conveniently drawn from amongst different employees across various
heterogeneous socio-economic age groups, occupations, educational
qualifications, gender & income groups who have availed employee branding as a
tool of the organizational effectiveness.
Sample Size :-
Appropriate number of sample size will be put to use for the purpose of
collecting primary data from the selected employees of different sections of
Sample Design :-
The sampling design is to be followed would be non-probability sampling
based on quota sampling and convenience sampling.
Sampling Media :-
Sampling media would be in the form of Filling up of Questionnaire.
9.0 DATA ANALYSIS & INTERPRETATION :
The collected information and primary data would be subjected to data analysis and
interpretation, content analysis and statistical analysis. The collected primary data shall be
pre-coded considering the designing of the structured Non-disguised questionnaire. The
primary data would be scrutinized, edited and shall be validated and thereafter it would be
presented in the forms of tables, charts, graphs and diagrams as the case may be.
10.0 CONCLUSIONS, FINDINGS & RECOMMEDATION OF THE RESEARCH
The study on the basis of analysis and interpretation of the data. Research findings will
be drawn and necessary Recommendation.
11.0 SIGNIFICANCE OF THE PROPOSED RESEARCH STUDY :
This proposed research study will cover the Employee Branding which will help to find
organizational effectiveness. The employees will be aware employee branding of t h e
company. It will create awareness of employee branding to improve o r ganizat io nal
effectiveness and also to the different criteria of the KEC International Limited.
12.0 LIMITATION OF THE PROPOSED RESEARCH STUDY :
The researcher proposed to use selected statistical tool which are relevant to
the research study & thus having limited generalizability.
The Population under the study being limited may not result into
The sample size selected by the researcher is limited.
The time factor in collecting the responses as in conducting the research study
would be limiting factor.
The selected dimensions are taken up by the research which leads to limited
applicability of aforesaid research.
CH-2 Company Profile
CH-3 Literature Review
CH-4 Research Methodology
CH-5 Data Analysis & Interpretation
CH-6 Findings, Suggestions, Recommendations, Conclusions.
 Arthur Anderson, Best Practices: Building You Business with Customer-Focused
Solutions (New York: Simon & schuster,1998)
 Positioning Southwest Airlines through employee branding (Sandra Jeanquart
Miles*, W. Glynn Mangold 2004)
 Hertelendy, A. J. (2010). A survey of emergency medical services programs: National
EMS education program accreditation and organizational effectiveness. Unpublished PhD theses.
University of Mississippi Medical Center.
 Karagoz, S., & Oz, E. (2008). Organizational effectiveness in higher education; measures,
measurement and evaluation. Paper presented at the EABR & TLC Conferences
Proceedings Rothenburg, Germany.
 Kleeman, G. L., & Richardson Jr, R. C. (1985). Student characteristics and perceptions of
university effectiveness. Review of Higher Education, 9(1), 5-20.
Accessed on :10-02-2014, Time : 8:45 PM