Company Culture and Employee Benefits in Employee Branding

Abstract: To build successful new ventures or operate corporate companies, it is essential to consider the right company culture and employee benefits that fit the expectation of the employees and relevant to the operating industries and markets. On the other hand, efficient employee branding could significantly enhance talent acquisition and improve the firm performance. In general, company culture and employee benefits play important roles in shaping the employee branding. However, the main question is whether certain types of company culture and employee benefits could contribute to a better employee branding. This research study aimed to investigate the relationship of different types of company culture/employee benefits and employee branding. To this end, I first did literature review to understand the core ideas about company culture, employee benefits and employee branding. Then, I collected, decoded and analyzed the information about the written information of company culture and employee benefits available on the company official website as well as the numerical ratings of the company on the recruitment website. Next, I ran Welch’s t-tests and Pearson’s correlation tests by using a relatively smaller size of 40 companies to investigate their relationship and formulate empirical discussion. Based on the statistically significant results from Welch's t-tests and Pearson’s correlation tests, it is appropriate to suggest that companies with Clan/Adhocracy culture and concrete benefits have better employee branding.