Examining the relationship between the attributes of employer branding and Innovative work behavior among the administrative staff of private universities in Cairo / Doaa Saleh Salem ; Supervised Kamel Ali M. Omran

Thesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration

The focus in employer branding is targeted toward recruiting and attracting potential employees; however, employer branding also entails activities that are targeted toward existing employees. In fact, employer branding attributes can be used as means by which organizations can influence and shape the skills and behaviors of individuals to do their work and thus achieve organizational goals.These attributes could serve as strong means to guide, govern and influence employees{u2019} operative and learning behavior in a potentially manner. The purpose of this research is to examine the relationship between the attributes of the employer brand from the perspective of current administrators of private universities in Cairo as a tool to manage the innovative work behavior of the administrative staff through retaining talented employees.The results of this investigation aim at identifying more opportunities for sustained superior performance to stay competitive in the market. A quantitative data analysis approach was chosen and the questionnaire was sent to the administrative staff of the top three private universities as per the ranking of uniRank 2020. The study results revealed that there is a strong, positive and significant relationship between the attributes of employer branding and innovative work behavior.These attributes can be used to improve the innovative work behavior of current employees through the mediating role of talent retention.The x findings suggest that employer branding can be used as a long term strategy that aims at maintaining and enhancing the flow of the skills of retained talents specially when it comes to a knowledge based and service institution such as universities where competent innovative employees are needed and the supply market is very tight. Findings of the study revealed that the economic value, development value and talent retention have a substantial relationship with innovative work behavior. Furthermore, limitations and implications of the study are discussed

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