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

Authors: Rumana Ferdouse; Mohammad Tamzid

Addresses: Green Business School, Green University of Bangladesh, Kanchon 1460, Bangladesh ' Green Business School, Green University of Bangladesh, Kanchon 1460, 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.

Keywords: brand; recruitment; private commercial bank; Bangladesh.

DOI: 10.1504/IJCULTM.2023.134448

International Journal of Cultural Management, 2023 Vol.1 No.3, pp.232 - 251

Received: 04 May 2023
Accepted: 16 Jun 2023
Published online: 23 Oct 2023 *

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