Resumen de Building employer brand image for accumulating intellectual capital
Muhammad Azam, Jawaid Ahmed Ahmed Qureshi
The purpose of this research is to explore factors that build Employer Brand Image (EBI) for attracting and retaining intellectual capital comprising human capital too. The impression of an organization as an employer in the mind of current or prospect employees is called EBI. There are certain factors that shape the image of employer as a brand. Literature review suggested that researches, already done, have been carried out in Europe, Australia, and USA. The gap in literature is found that no study has been carried out to explore the social phenomenon of EBI in Pakistan; not even in South Asia. This is exploratory, qualitative, and phenomenological research. Purposive sampling is carried out using Sequential and Emergence-driven sampling technique whereas sampling method is snowballing. Total 14 semi structured interviews are taken from permanent faculty of private universities of Karachi. Numerous themes have been emerged, out of which six are categorized as core factors and the rest of them are sub-factors. Explored core factors include Organizational Culture and Environment, Package of Benefits, Training, Development and Career Progression, Market Value and Prestige, Recognition, and Location. Employers can build good EBI if they are establishing ideal working environment and positive culture, offering competitive package of benefits, providing training, development, and career progression opportunities, have good social recognition and prestige, recognizing employees’ work, and located in nearer, safer and securer area. EBI is important for employers because they can establish huge pool of applicants and social recognition as good employer, which helps picking the best talent that serves as intellectual capital.
