Abstract

The current study was an attempt to investigate the impact of employer brand equity towards effective talent recruitment in telecommunication companies of Pakistan. As suggested by Ting and Paul (2011), the study also sought to test the mediating role of educational institutions. Two types of survey questionnaires, adapted (with slight modifications) from the study of Collins and Stevens, were used to obtain the data from 200 fresh university graduates and 273 employees of the five cellular companies located in Islamabad and Rawalpindi. SPSS 18 and AMOS 18 software were used for data analyses. Data received from the university graduates was used for rating these companies against different parameters, for which cross tabulation was used to statistically test the results. Whereas, the data collected from the employees was used to measure the mediating effect of educational institutions in relationship between employer brand equity and effective talent recruitment. The results of structural equation modelling show that the educational institutions play partially mediating role in hypothesized relationship. The study recommends that the organizations should seek help from the educational institutions to improve effectiveness of their brand equity and talent recruitment. The study has implication for organizations as well as the academicians for further research on the topic, including other variables.

Key words: Employer brand equity, fresh talent, recruitment, universities, Pakistan.