A Study of the Effect of Employer Branding on the Recruitment Process (A Project Conducted at Pakistan Telecommunication Company Limited (PTCL) Islamabad

Abstract

PTCL is the largest organization serving the country and it is a new generator of the technology, therefore it is also striving for the betterment of the employees. The project has been conducted to review the employer branding process in relation to the recruitment process at PTCL. The aim of the project was to investigate and evaluate the impact of employer branding on the recruitment process of PTCL. The effect of employer branding has been analyzed through employee value proposition (salary package, career growth and differentiation). The recruitment process has been defined through (Number of applicants, Gender (Male/female), Education (Matriculation, postgraduate, graduate, higher education degree), Qualifications and Work experience). According to the information provided by PTCL, it has been found out that the employer branding is a new concept, introduced to the company. The project results have concluded that employer branding has significant positive effect on the recruitment process in the organization. The results have also some areas which need to be improved like building more authentic corporate image of the organization through more structured recruitment process. Project recommendations will help the organization to bring positive improvements through ‘strategic planning’, in employer branding strategies and recruitment process.