Exploring employee brand loyalty in a South African Bancassurance company

M.Com. (Business Management)Abstract: Organisations are in a constant battle to attract and retain the best employees for their roles, to attain a competitive advantage. Employer branding has become a strategy organisations use in this battle. The successful implementation of employer branding through the delivery of the employee value proposition influences employees’ brand identification, commitment, and loyalty. The main objective of this study was to determine how effective the employer branding is in promoting brand loyalty of employees in a South African Bancassurance organisation. The research was exploratory in nature and attempted to determine reasons for the Bancassurance organisation’s efforts at employee value proposition, as part of employer branding, were not yielding the results of employee brand loyalty, as indicated by a high take up rate of Bancassurance products. The study took place at an anonymous bank, Bank X, where employees from Bank X Bancassurance were interviewed to understand if the employee value proposition of Bank X had been effectively delivered to them. Employees were selected to participate in this study because they had insurance products for either their home or their vehicle, either through Bank X Bancassurance or through an external insurance provider. The research showed that participants believed that the bancassurers’ employer branding did not make a positive contribution to the overall organisation’s employer branding. The findings of the research could assist Bank X Bancassurance to implement a more successful employer branding strategy in order to encourage employee brand loyalty as seen through purchase of Bank X Bancassurance products