0704-883-0675     |      dataprojectng@gmail.com

An Appraisal of Employer Branding and Its Influence on Attracting Top Talent in Guaranty Trust Bank, Taraba State

  • Project Research
  • 1-5 Chapters
  • Abstract : Available
  • Table of Content: Available
  • Reference Style:
  • Recommended for :
  • NGN 5000

Background of the Study

Employer branding has become a key strategy in the modern corporate world, playing a crucial role in an organization’s ability to attract and retain top talent. In a highly competitive job market, companies are increasingly focusing on building strong employer brands to differentiate themselves from competitors and become employers of choice (Kuhn et al., 2023). Employer branding is a multidimensional concept that incorporates the organization's values, culture, mission, work environment, and the unique employee value proposition it offers to potential candidates (Bendickson et al., 2023). As the banking sector in Nigeria continues to evolve, organizations such as Guaranty Trust Bank (GTB) face the challenge of attracting highly skilled professionals who can drive growth, innovation, and customer satisfaction. GTB, being a leading financial institution in Nigeria, needs to leverage its employer brand to appeal to top-tier talent, particularly in regions like Taraba State, which may be less competitive in terms of attracting skilled professionals compared to major urban centers.

The concept of employer branding is particularly important in the Nigerian context, where there is a growing demand for skilled professionals in the financial sector amidst economic challenges, including high youth unemployment rates and the brain drain phenomenon. In Taraba State, where GTB operates, organizations are required to invest in strong branding to attract the necessary talent pool from both within the state and beyond. Research has shown that job seekers increasingly consider a company’s reputation and employee experience as key factors in their decision-making process (Lievens & Slaughter, 2023). This is true for GTB, as its image in the banking sector may either enhance or hinder its ability to attract the best candidates.

Employer branding not only impacts recruitment but also affects employee retention, engagement, and overall organizational performance (Kausar & Rizvi, 2024). As a result, understanding the role of employer branding in attracting top talent is critical for ensuring that GTB continues to build a strong workforce capable of meeting its strategic objectives in the competitive banking industry. This study will explore the various elements of GTB’s employer brand and assess how these influence the attraction of top talent in Taraba State.

Statement of the Problem

Despite Guaranty Trust Bank's significant presence in Nigeria, there is limited understanding of how its employer branding strategies specifically impact its ability to attract top talent in Taraba State. With the Nigerian banking industry becoming more competitive and globalized, attracting and retaining highly skilled employees is vital for organizational success. However, organizations in less urbanized regions, such as Taraba State, often face the challenge of being perceived as less attractive compared to their counterparts in larger cities. While GTB has a strong corporate image in Nigeria, it is unclear whether its employer branding efforts have translated into measurable outcomes in terms of attracting top talent in regions like Taraba. The problem is further compounded by the dynamic nature of the labor market, with shifting expectations of job seekers and evolving trends in employer branding that could impact GTB’s recruitment effectiveness.

Given these challenges, it is crucial to assess the current employer branding strategies employed by GTB and their effectiveness in attracting the right candidates in Taraba State. This research will examine whether the organization’s employer brand resonates with prospective employees and how it influences their decision to apply for positions at the bank. Furthermore, it will explore potential gaps in GTB’s employer branding efforts that may hinder its ability to tap into the local talent pool in Taraba State.

Objectives of the Study

1. To examine the components of Guaranty Trust Bank's employer branding strategy and their relevance to attracting top talent in Taraba State.

2. To assess the impact of employer branding on the recruitment of skilled professionals in Guaranty Trust Bank, Taraba State.

3. To evaluate how the reputation of GTB as an employer influences potential employees' perceptions of job opportunities in Taraba State.

Research Questions

1. What are the key components of Guaranty Trust Bank’s employer branding strategy in Taraba State?

2. How does employer branding influence the recruitment process of skilled professionals in Guaranty Trust Bank, Taraba State?

3. What role does Guaranty Trust Bank’s reputation as an employer play in attracting talent to the bank in Taraba State?

Research Hypotheses

1. There is a significant relationship between Guaranty Trust Bank's employer branding strategy and its ability to attract top talent in Taraba State.

2. Employer branding has a positive influence on the recruitment process of skilled professionals in Guaranty Trust Bank, Taraba State.

3. The reputation of Guaranty Trust Bank as an employer significantly influences the perception of potential employees regarding job opportunities in Taraba State.

Scope and Limitations of the Study

This study will focus specifically on Guaranty Trust Bank’s employer branding practices in Taraba State, Nigeria. The research will examine both the internal branding efforts of the bank and the external perception of the organization as an employer within the local labor market. The study is limited to the recruitment of skilled professionals in the banking sector, and the findings may not be applicable to other industries or regions outside of Taraba State. Additionally, due to resource constraints, the study will rely on primary data collected through surveys and interviews with a limited sample size, which may impact the generalizability of the findings.

Definitions of Terms

• Employer Branding: The process of managing and influencing an organization's reputation as an employer, aiming to attract and retain talented employees.

• Top Talent: Highly skilled and competent professionals who possess the knowledge and abilities required to meet the organization's goals and objectives.

• Employee Value Proposition (EVP): The unique set of benefits and opportunities that an organization offers to its employees in exchange for their skills and contributions.

 





Related Project Materials

Effectiveness of Public Relations Campaigns for Reducing Child Mortality: A Study of Nguru LGA, Yobe State

Chapter One: Introduction

1.1 Background of the Study

An assessment of urban planning policies and their effectiveness in mitigating environmental degradation in Gombe State

Background of the Study

Urban planning is a critical component of sustainable development, as it helps...

Read more
The Contribution of Campus Newspapers to Academic Success in Zaria Local Government, Kaduna State

Chapter One: Introduction

1.1 Background of the Study

Campus newspapers serve as vital platforms for information dissemination,...

Read more
An examination of supply chain resilience strategies in Ecobank Nigeria, Zamfara State

Background of the Study

Supply chain resilience refers to the ability of an organization to adapt and recover from disruptions in its sup...

Read more
The Role of Short Films in Promoting Entrepreneurship Awareness Among Young Entrepreneurs: A Case Study of Lokoja Local Government Area, Kogi State

Chapter One: Introduction

1.1 Background of the Study

Entrepreneurship is a critical driver of economic development, particular...

Read more
An Examination of Forensic Accounting Practices in Mitigating Insider Loan Fraud in Nigerian Banks: A Study of Access Bank Plc

Background of the Study

Insider loan fraud, also known as employee or insider fraud, refers to fraudulent activities car...

Read more
IMPACT OF SMUGGLING ON OUR LOCAL INDUSTRIES

Abstract

This study examines the impact of smuggling on our local industries a case study of Sunrise Flour Mill Emene, E...

Read more
STRATEGIES FOR INTEGRATING ENTREPRENEURSHIP EDUCATION INTO VOCATIONAL TRAINING

ABSTRACT: This study examines strategies for integrating entrepreneurship education into vo...

Read more
COMPOSTING OF TANNERY WASTE WITH SAWDUST FOR PRODUCTION OF ORGANIC MANURE

ABSTRACT

The utilisation of tannery waste (TW) in combination with sawdust (SD) as compost manure for agricultural use was studied. The t...

Read more
ASSESSMENT OF MORPHO-PHYSIOLOGICAL VARIATIONS IN TRADITIONAL AND IMPROVED CULTIVARS OF RICE (Oriza sativa L.)

ABSTRACT

A total of twenty two improved rice cultivars were collected from the National Cereals Research Institute (NCRI), Baddegi Rice B...

Read more
Share this page with your friends




whatsapp