Employer brand identification influence on total reward structure

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dc.contributor.advisor Bussin, Mark en
dc.contributor.postgraduate Van der Walt, Richard en
dc.date.accessioned 2013-09-07T05:00:22Z
dc.date.available 2011-10-04 en
dc.date.available 2013-09-07T05:00:22Z
dc.date.created 2010-11-10 en
dc.date.issued 2011-10-04 en
dc.date.submitted 2011-07-17 en
dc.description Dissertation (MBA)--University of Pretoria, 2011. en
dc.description.abstract Companies compete for employees based on their perceived employer brand value. This study investigates what influences a strong or weak employer brand has on the preference for total rewards. The results should assist remuneration agents in appropriately leveraging the company’s employer brand value, as a factor, when compiling a total rewards package for potential employees. A questionnaire was developed, asking participants to indicate their preferences relating to total rewards in the context of their current employer, with regard to stronger and weaker employer brands. Results of the study indicate that potential employees would require financial reward increases in the range of 15% - 30% in order to change employment, irrespective of whether it is perceived as a strong or weak employer brand. It was observed that a stronger employer brand could offer increases closer to the bottom of the range compared to weaker employer brands which would have to pay a premium to the top end of the range Employer brand value appears to increase the total reward costs for companies, irrespective of how the brand is perceived. It is however beneficial to be viewed as a strong employer brand, as the value of this perception translates to a smaller premium compared to weaker employer brands. en
dc.description.availability unrestricted en
dc.description.department Gordon Institute of Business Science (GIBS) en
dc.identifier.citation Van der Walt, R 2010, Employer brand identification influence on total reward structure, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/26387 > en
dc.identifier.other F11/535/ag en
dc.identifier.upetdurl http://upetd.up.ac.za/thesis/available/etd-07172011-153625/ en
dc.identifier.uri http://hdl.handle.net/2263/26387
dc.language.iso en
dc.publisher University of Pretoria en_ZA
dc.rights © 2010 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 Pretori en
dc.subject UCTD en_US
dc.subject Total rewards en
dc.subject Employer brand en
dc.subject Brand theory en
dc.subject Brand affinity en
dc.title Employer brand identification influence on total reward structure en
dc.type Dissertation en


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