INFLUENCE OF ORGANIZATIONAL CULTURE ON EMPLOYER BRANDING IN THE MOBILE TELECOMMUNICATION SECTOR IN KENYA

Authors

  • Dr. Dinah Chebet Keino Jomo Kenyatta University of Agriculture and Technology
  • Dr. Hazel Gachunga Jomo Kenyatta University of Agriculture and Technology
  • Dr. Kennedy Ogollah University of Nairobi

DOI:

https://doi.org/10.47941/hrlj.73
Abstract views: 333
PDF downloads: 587

Keywords:

Organizational, employer branding, mobile telecommunication sector

Abstract

Purpose: The purpose of the study was to establish the effect of organizational culture on employer branding in the mobile telecommunication sector in Kenya.

Methodology: The study used descriptive design. The data collection instrument used was questionnaire. Census study method was used. The target population was only the top, middle and lower level managers in the mobile telecommunication sector totaling to three hundred and ninety (390). A pre-test and pilot survey was conducted. Data analysis involved statistical computations for averages, percentages, and correlation and regression analysis. Statistical computer software (SPSS) was used in data analysis. Analyzed data was presented using tables, charts and graphs.

Results: Results revealed that in most telecommunication companies in Kenya employee’s work as a team, rather than hierarchy. The results also revealed that in most Mobile telecommunication companies in Kenya people are viewed as an important source of competitive advantage. The results also revealed that most telecommunication companies in Kenya have consistent core values. The results also showed that majority agreed with the statement that Work is organized so that each person can see the relationship between his or her job and the goals of the organization

Unique Contribution to Theory, Practice and Policy: The Mobile telecommunication sector in Kenya should have clear well communicated long term vision as well as formal and structured induction, orientation and familiarization process. The study also recommends that the mobile telecommunication companies in Kenya should enhance strategy fit culture, involve the employees in decision making and in addition, strive to maintain good working environment, flexible work schedule, and refreshing atmosphere which will boost employee’s morale and encourage team work. Finally, the findings should also be used in comparison with the performance of other companies like the manufacturing and academic institutions in kenya in relation to Human resource practices, organizational culture and employer branding.

Downloads

Download data is not yet available.

Author Biographies

Dr. Dinah Chebet Keino, Jomo Kenyatta University of Agriculture and Technology

post graduate student

Dr. Hazel Gachunga, Jomo Kenyatta University of Agriculture and Technology

Lecturer

Dr. Kennedy Ogollah, University of Nairobi

Lecturer

References

Aaker, D.A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York, NY.

Aaker, D.A. (2004), “Leveraging the corporate brand”, California Management Review, Vol. 46 No. 3, pp. 6-18.

Allen TD (2001) Family-supportive work environments: The role of organizational perceptions, Journal of Applied Psychology, 81(4): 414-435

Allen, e. (2010). Retaining Talent: Replacing Misconceptions With Evidence- Based Strategies. Academy of Management Perspectives , 24 (2) , 48-64.

App, S., &Merk, J., etal. (2012). Employer branding: Sustainable HRM as a competitive advantage in the market for high-quality employees. Management Revue, 23(3), 62–278.

Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. . Career Development International, 9 , 501–517.

Barney J. (1996). The resource-based theory of the firm. Organizational Science, 7, 469.

Boshard, D., & Louw, A. (2010). Talent – Trends Impacting its Availability and What Business Should Do About It.

Cable, D. M., & Turban, D. B. (2003). The value of organizational reputation in the recruitment context: A brand-equity perspective. . Journal of Applied Social Psychology, 33 , 2244–2266.

Charest, J. (2011). Global Talent Risk – SevenResponses.from_GlobalTalentRisk_Report_2011.pdf

Collins, C., & Stevens, C. (2002). The Relationship Between Early Recruitment-Related activities and the application decision of new labour market entrant. A Brand Equity Approach to Recruitment Journal of Applied Psychology, Vol. 87 No. 6, 1121-1133.

Cooke, F.,L., Shen, J., & McBride, A. (2005). Outsourcing Human Resource as a Competitive Strategy. Human Resource Management Journal. 44(4), 413-432.

Edwards, M.R. (2010), “An integrative review of employer branding and OB theory”, Personnel Review, Vol. 39 No. 1, pp. 5-23.

Eisenberger, R., Huntington, R., Hutchison, S. and Sowa, D. (1986) ‘Perceived organizational support’, Journal of Applied Psychology, Vol.71: 500–7.

Eisenberger,R., & Cameron, J. (1996). Detrimental Effects of Reward, American Psychologist, 51(11) 1153-1166.

Gaddam, S. 2008. “Modeling Employer Branding Communication: The Softer Aspect of HR Marketing Management”, The Icfai Journal of Soft Skills.

Green, W. K., Wu, C., Whitten, D., and Medlin, B. (2006). The Impact of Strategic Human Resource Management on Firm Performance and HR professionals’ Work Attitude and Work Performance. International Journal of human resource Management, 8(3): 263-276.

Greenhalgh, C. and Mavrotas, G. (1996) Job Training, New Technology and Labour Turnover. British Journal of Industrial Relations, 34 (1), 131-50

Guest, D. and Conway, N. (2002) ‘Communicating the psychological contract: an employer perspective’, Human Resource Management Journal, Vol.12, No.2: 22–38.

Minchington, B. (2010). The employer brand manager’s handbook: Torrensville: Collective Learning.

Montgomery, D. R., Bolton, S., Booth, D. B., & Wall, L. (2003). Restoration of Puget Sound Rivers. Seattle and London: University of Washington Press.

Sutherland, M.M., Torricelli, D.G., & Karg, R.F.(2002):“Employer¬ of choice branding for knowledge workers”, South African Journal of BusinessManagement,3),pp.1320

Sydney: Author.

Downloads

Published

2017-04-03

Issue

Section

Articles