A STUDY ON EMPLOYER BRANDING IN ZUARI CEMENT LTD., YERRAGUNTLA by Click to editK.

RAMYA KEERTHY Master subtitle style (10F71E0040) Under the esteemed guidance of Mr. K.INTHIYAZ, M.B.A Asst. Professor SRI SAI INSTITUTE OF TECHNOLOGY AND SCIENCE
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INTRODUCTION

Branding was originally used to differentiate tangible products,

but over the years it has been applied to differentiating people, places and firms.
Michington defines employer brand as the image of the

organisation as a great place in the mind of current employees and key stake holders in the external market.

Employer branding includes employees values such as

interest, social, economic, developmental and application values which are affecting the employer branding.

CLASSIFICATION OF BRANDING

STATEMENT OF THE PROBLEM

Heavy competition in the business world is the major

problem made to adopt employer branding.

Finding difficulty in retaining talented employees. Salary hike is making the employees shift to other

organizations. organizations.

Salary hike may not be sustainable in the long run for the

The above listed problem statements were taken as base for the project work .
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NEED FOR THE STUDY

The new trend of taking measures to attract and retain the

employees which shows the impact on employer branding of the company is the basic need of the study.
The study is intended to know the measures followed by the

company to increase their company brand image. How the company is retaining its employees in the organization without any disturbances of the employees moving to other companies.

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OBJECTIVES

To examine the effect of employees values on employer

branding in zuari cement ltd. ;

To analyze the employer branding practices followed in

the zuari company ltd. to retain employees in the organisation; and

To study the impact of employer branding on the

employees of zuari cement ltd.

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METHODOLOGY
Hypothesis

H0-Reward strategies and employer branding are independent Ha -Reward strategies and employer branding are not independent
sampling unit

Higher officials of the departments in the zuari cement ltd.

Sample

45 employees

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 Sampling procedure

Purposive sampling
Data sources

Primary data source : Questionnaire Secondary data source : Company books, Articles, e-books, web sites

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 Period of the study

Collected information through questionnaire at zuari cements ltd. from the month of April to May.
Scope of the study

Place-wise the study is done at zuari cement ltd. The study aimed at the following:
Employees values Employer branding practices Impact of employer branding practices on employees Safety measures followed Compensation packages
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LIMITATIONS OF THE STUDY

The company did not permitted much time to gather

information from maximum number of employees through questionnaire.

The information provided by the employees may not be

accurate.
The sample taken for the study is limited due to the less time

span of the project.

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TOOL OF ANALYSIS

Chi square test Formula:

x2=(observed frequency-expected frequency)2

expected frequency

x2= (O-E)2 E
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CHAPTERISATION

Chapter1

Introduction to employer branding

Chapter2

Industry profile of cement industry and company profile of zuari cement ltd.
Chapter3

Research design and methodology

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 Chapter4

Data analysis
Chapter5

Findings, suggestions and conclusion

Annexure

Questionnaire and bibliography

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CONCLUSION

Employer branding may be concluded as, to retain the employees in the organisation and to increase the companys brand image the companies now-a days are focusing more on the employer branding. It is making the employees, to feel that ,their work place has great working environment.

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