A Study on Impact of Employer Branding on Organisational Commitment with Reference to Propshell

Dr. Shalini P1, Monika M S2

1DR. P. Shalini, Assistant Professor, Master Of Business Administration & Panimalar Engineering College, Chennai -600123

2Monika M S, Student, Master Of Business Administration & Panimalar Engineering College, Chennai -600123

Abstract - This study focuses on the impact of employer branding on organizational commitment at Propshell Property Private Limited. Employer branding plays a significant role in attracting, engaging, and retaining employees, thereby enhancing their commitment towards the organization. The research aims to analyze how various factors such as organizational reputation, work environment, leadership support, and employee value proposition influence employees’ level of commitment. A sample of employees was selected, and data were collected through structured questionnaires. The collected data were analyzed using statistical tools such as Spearman Correlation, Chi-Square Test, Mann-Whitney U Test, Kruskal-Wallis H Test, and Regression Analysis to examine relationships and differences among variables. The findings reveal that strong employer branding has a positive impact on organizational commitment, leading to increased employee loyalty, job satisfaction, and willingness to contribute towards organizational goals. However, challenges such as lack of awareness, inconsistent communication, and weak internal branding practices were identified as barriers. The study concludes that Propshell Property Private Limited can strengthen employee commitment by building a strong employer brand through effective communication, fair policies, and a positive work culture. The research emphasizes that a well-established employer brand is essential for enhancing organizational commitment and achieving long-term success.