The relevance of employer branding in attracting and retaining employees in Nigeria's brewery industry
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MBA in Business Management
Dublin Business School
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The research study is an investigation into the role as well as the relevance of employer branding in attracting and retaining employees in Nigeria’s brewery industry. Both secondary and primary research methods were employed. Questionnaires were administered to senior and junior staff of Nigerian Breweries Plc (Ota Brewery) and 90 respondents consisting of both senior and junior staff cooperated for this study. The data collected were analysed using descriptive statistics and the result of the study suggests that the employer brand name may influence employee decision to join or stay in an organisation. The sample size was limited to only Ota brewery. The study provides a meaningful insight into the relevance of employer branding in attracting and retaining employees in attracting and retaining employees in Nigeria’s brewery industry. Author keywords: Employer branding, branding, brewery