THE INFLUENCE OF CORPORATE CULTURE ON EMPLOYER BRANDING AT ADMICRO DIVISION OF VCCORP JOINT STOCK COMPANY
Abstract
The contention that corporate culture influences employer branding is not disputable. However, the extent to which it influences employer branding in the workplace is a topic for scholarly debate and investigation. While corporate culture is quite familiar with most businesses, employer branding is a relatively new concept that can function as an instrument for firms to position themselves as an employer, to attract and retain wanted employees. This research examines the impacts of corporate culture on employer branding in the context of recruitment with the case of Admicro Division, VCCorp. The results show that Corporate Culture dimensions including Capacity Development, Consistent Core Values, Involvement Empowerment, Vision and Mission have an influence on employer branding. That is why some recommendations are provided for the corporation to improve their culture to promote their branding.