Best Company To Work For surveys (BCTWF) promise to promote winners status asan Employer of Choice (Conradie, 2007) leading to increased employer branding,easier talent attraction and retention, improved employee engagement, and ultimatelyto improved financial results all of which could be benchmarked against competitorsthrough the survey results.
Recent attempts to merge concepts from traditional marketing and HR practices led tothe exciting new realm of employer and employee branding, however there was verylittle empirical evidence of how this could be achieved (Boyd & Sutherland, 2006).BCTWF surveys purport to be a common tool with which a company could addressboth the aspects of marketing and human resources, with a view toward improvedbusiness performance.
This research investigated the value of BCTWF surveys through quantitative analysisof the data collected from a survey questionnaire (n=449). Factor analysis wasemployed to validate the structure and internal reliability of the instrument. ANOVA,post-hoc Scheffé test, chi-square test, tests of meaningfulness, and stub-and-bannertables were used to investigate the relation between Best Company ranking and theindependent variables.
Of the four constructs, employer branding and employee engagement showed apositive relation to BCTWF ranking; while applicant attraction and employee retentiondid not show any relation. A BCTWF Value Model (Figure 10) was developed inresponse to the findings and current literature to assist managers with their decisionmakingrelated to BCTWF and strategic human resource management in the future.
Copyright © 2008, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria
Please cite as follows:
Telfer, A 2009, The value of best company to work for surveys in employer branding, applicant attraction, employee engagement, and talent retention, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-03172010-124033/ >
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