Investigating the relationship between brand of the organisation and recruitment: a study on some selected private commercial banks of Bangladesh

Abstract

Many companies have realised the importance of branding to attract and retain talent. This study examines how brand affects recruiting in selected Bangladeshi private commercial banks. Quantitative method is used in this study. Banks were selected through purposive sampling technique. Survey technique is used to collect data about brand and the recruitment variables. The respondents are the BBA students from the different private universities situated in Dhaka. Regression analysis was done to find out the relationship between the two variables. The research finds statistically significant relationship between the brand of the organisation and the recruitment for all the selected private commercial banks. The data may assist Bangladeshi private commercial banks assess their labour market status and improve recruiting processes. This study emphasises the importance of branding in the recruiting and the necessity for companies to have positive employer brands to thrive in the highly competitive business environment.