Employer branding development project consultancy case for BUTEC -

Abstract

In today’s labor market, BUTEC is facing the challenge of attracting, motivating and retaining employees. The employer brand can be an effective tool and a source of competitive advantage for BUTEC in tackling this challenge. However, limited research has been done regarding BUTEC’s employer brand. The purpose of this project is to examine BUTEC’s top management, its current employees and its potential employees’ perceptions of its Employer Brand. Understanding the intersections and the differences among the perceptions of the three groups was essential to later identify the Employer Value Proposition of BUTEC. To examine the different perceptions, I unitized a mixed qualitative and quantitative methodology. I conducted interviews with eight directors from the top management and the executive team of BUTEC, sent an online survey to 154 of the current employees of BUTEC and another survey to 178 of the senior students of the faculty of engineering at AUB. These three data sources were used in order to investigate the three groups’ perceptions of BUTEC’s employer brand. Findings included the identification of the positive and negative brand attributes of BUTEC based on the perceptions of the top management and the executive team, current employees and potential employees. The recurring positive attributes are the friendly and family environment and the career opportunities at BUTEC. The negative recurring attributes are poor financial packages and the absence of trainings and development programs and weak internal and external communication. As a conclusion, a recommendation for BUTEC’s employer value proposition was suggested. Lastly, further research can be conducted on a wider sample of potential employees encompassing different universities and different academic programs in Lebanon. This project will help BUTEC develop a competitive advantage in recruiting talent. BUTEC’s long-term success in a competitive market is essentially determined by its employees and