JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Which Employees’ Values Matter Most in the Creation of
Author(s): Mukesh Biswas, Damodar Suar
Citation: Mukesh Biswas, Damodar Suar, (2013) "Which Employees’ Values Matter Most in the Creation of Employer Branding?," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 1, pp. 93 - 102
Article Type: Research paper
Publisher: North American Business Press
The study explores if there are any statistically significant employees’ values that affects the employer
branding, and if any, which affects the most. Based on the grounded theory, this study critically assesses
multiple cases of employees’ values of branding process in a manufacturing company. The five aspects of
personal values of employees were surveyed on a sample of 413 employees, of which 244 were current
employees of the surveyed company and 169 were potential employees that applied to the company.
Results revealed that employees’ social, interest, developmental and economic values, in order of
priority, are affecting the employer brand.