The Employer Brand within company X: Does Employer Branding positively impact Employee Motivation?

The aim of this research is to determine whether the Employer Branding techniques used within one company (company X), positively influence the motivation levels of its employees. Relevant literature points to the fact that an organisation with a good employer brand will benefit from highly motivated employees. In this approach, the employer brand is hypothesized to increase the motivation of employees. However, this hypothesis is still largely untested. The present study aims to fill this research gap by carrying out quantitative research to test this theory. As the study involved two variables, employer branding and employee motivation, two scales were sourced from relevant journal articles. The Motivation at Work Scale (MAWS) (Gagne, et al., 2010) was used to measure employee motivation and the Employer Attractiveness scale (EmpAt) (Berthon, et al., 2005) was used to measure employee’s perception of the employer brand. Non-probability sampling was used to collect the data; statistical analysis was then carried out on the data once collected. Some interesting results emerged. Specifically, the output from Pearson’s correlation analysis resulted in a positive relationship between the two variables. From literature reviewed, this result had been anticipated. Regression analysis of the data was then conducted to determine to what extent Employer Branding accounts for Employee Motivation within company X. Again, the results brought to light a number of key findings as a percentage value of 26% was calculated. From the primary and secondary research conducted, the study then lays out future recommendations that may be implemented as a means of increasing employee motivation through the employer brand