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Employer Branding Strategy: An Empirical Study on Private Banks in Bangladesh

Tahmina Akter ()
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Tahmina Akter: Bangladesh University, Postal: Senior Lecturer, Department of Business Administration, Bangladesh University, Dhaka, BANGLADESH

Asian Business Review, 2019, vol. 9, issue 3, 83-90

Abstract: The Banking industry of Bangladesh is the most contributing sector in the growth of the country’s economy. To grow and maintain this contribution, operating banks should be careful in talent hiring. Employer branding strategy (EB) helps in this regard by branding the employer’s image particularly. This study aims to explore the current practice of EB strategy in private banks and the presence of its factors. This study showed that both employers and employees are not conscious of the term. Also, the presence of the factors in the organization is not satisfactory. This study provides suggestions in designing and implementing employer branding strategy consciously and in a planned way so that both employers and employees can reap the maximum benefits of EB strategy.

Keywords: Branding; Employer; Employer branding; Employer brand loyalty (search for similar items in EconPapers)
JEL-codes: O15 (search for similar items in EconPapers)
Date: 2019
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