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