The perceived value of employer brands in the I gaming industry

Abstract

Employer branding can be defined as how prospective and current employees perceive the company brand as an employer. A crucial aspect of employer branding is the value associated with or perceived to the psychological contract. This brings together internal and external efforts carried out by the employer in order to move up the ranks as an employer of choice. The employer brand encapsulates psychological, economic, and functional benefits associated with an employer. Employer branding aims to cement the organisation’s position as an employer of choice by promoting these benefits. The talent pool for the iGaming Industry available in the Maltese islands is not growing proportionally to the demand for human resources. The industry is experiencing a low retention rate of employees, with individuals leaving their current employers for other organisations that primarily offer better financial incentives. The recruit process and training of replacement staff directly impacts the production rate and service quality of the organisations who are affected. The research seeks to gain insight into what employees’ value in organisations that practice employer branding. It also seeks to identify the branding process and the messages that employees hear. This research will focus on the perceived value and thereby allude to the relevance and impact of employer branding in the iGaming industry in Malta. In so doing, this study aims to identify: ● What the perceived value of employer branding is. ● What dimension of employer branding which members of staff in the iGaming industry deem relevant.