EFFECTS OF EMPLOYER BRANDING ON EMPLOYEE LOYALTY: A STUDY OF NATIONAL ENGINEERING AND TECHNICAL COMPANY LIMITED, LAGOS STATE.

This research examined the effects of employer branding on employee loyalty: A study of National Engineering and Technical Company Limited, Lagos State. The general objective of this study is to examine the effects of employer branding on employee loyalty. The study focuses on the developing field of employer branding and explains the fundamental aspects of employer branding to ensure that its practical worth can contribute positively to the employees. Just a few organizations make use of employer branding to promote employee loyalty. The management of various industries is looking for strategies to motivate their staff to stay with their company. As a result, businesses are utilizing various methods to encourage employees and management to be dedicated to and actively participate in the organization. The methodology adopted was quantitative research which was used to collect primary data through the administration of 120 copies of the questionnaire, 115 were collated for analysis from the employees of NETCO, Lagos, Nigeria. The analysis was done using regression analysis to test the hypotheses using SMART_PLS and Statistical Package for Social Sciences (SPSS) for the descriptive analysis. The findings of the study suggested a significant relationship between all employer branding variables and that of employee loyalty. Therefore, the findings showed that four hypotheses are significant influence on all variables tested. Employees are the main factor of an organization and the success or failure of the organization is attributed to the performance of the employees. To improve employee loyalty, employers should be more proactive and strive to be more creative and imaginative in order to contribute their fair share through their job and talent