Employer branding in the Hotel Industry in Mongolia
碩士 === 義守大學 === 管理學院管理碩博士班 === 102 === This research sets out to gain insights into the knowledge of employer branding amongst hotel employees, its influence on a company as an employer and the employee’s perceptions of employer branding including how employer branding is seen to relate to the compa...
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| Format: | Others |
| Language: | en_US |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/j3ey4z |
| Summary: | 碩士 === 義守大學 === 管理學院管理碩博士班 === 102 === This research sets out to gain insights into the knowledge of employer branding amongst hotel employees, its influence on a company as an employer and the employee’s perceptions of employer branding including how employer branding is seen to relate to the company as an employer of choice and the hotel’s performance. This research was based on the understanding of employer branding as process in which communication and marketing activities are used to create a positive image of the company amongst current and potential employees when treated as a strategic concept by a company’s management.
The study involved conducting face to face interviews with current hotel employees in three luxury 4-5 star hotels in Ulaanbaatar, Mongolia. A total of 78 interviews were completed in July-August 2013 with respondents from the target population of hotel workers, managers and directors.
The findings of this research showed that employees have extensive knowledge of employer branding and its components which does create a potential for the organization to be regarded as good employer and an employer of choice for prospective employees. The results also confirm that the application of employer branding concepts in Mongolian 4-5 star hotels is closely connected to employees’ perception of the level of company performance.
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