Asri Afendi, Fadhilah Fatnin
(2026)
Qualitative research: employer branding influences on recruitment outcomes in the Malaysian financial industry.
MRes thesis, University of Nottingham.
Abstract
The research explores the influence of employer branding on recruitment outcomes in the Financial Industry in Malaysia, focusing on the perceptions and experiences of employees. With human resources, being the most valuable resource, significantly contributing to the growth and sustainability of an organisation, decoding the recruitment best practices is a key to attract top talent. Meanwhile, a positive employer reputation communicates that the organisation is an excellent employer and offers a good workplace culture and environment. Therefore, many organisations now have begun to focus on developing and improvising their Employee Value Proposition (EVP). In today’s competitive job market, organisations are beginning to acknowledge the importance of employer branding in influencing recruitment outcomes. Employer branding, however, is defined differently across organisations, notably with the shift in demographics, economic conditions, technologies, emergence of Covid19 and sustainability. With current data highlighting the importance of effective recruitment, it is imperative for organisations to build a good brand to differentiate themselves and gain a competitive advantage in the job market. Therefore, the purpose of this research is to explore: (1) What is the perception of HR Practitioners in the financial industry in Malaysia on employer branding?, (2) How do employees perceive recruitment practices in the financial industry in Malaysia? and (3) How does this perception affect recruitment outcomes? In-depth interviews were conducted among 16 employees in the Financial Industry in Malaysia, encompassing the Development Financial Institutions (DFIs), Commercial and Islamic Banks. The data was analysed using thematic analysis, identifying 8 key themes. The findings led to valuable insights regarding Employer Branding strategies and decoding HR’s recruitment best practices. Additionally, implications of research and practice were discussed which may serve as a catalyst for implementing interventions and strategies to cultivate a more supportive and inclusive workplace environment for all. Insights for future research were also highlighted.
| Item Type: |
Thesis (University of Nottingham only)
(MRes)
|
| Supervisors: |
Ramos, Hazel Melanie
Romeo, Sharon |
| Keywords: |
employer branding; organisational culture; recruitment and employee retention |
| Subjects: |
H Social sciences > HF Commerce |
| Faculties/Schools: |
University of Nottingham, Malaysia > Faculty of Science and Engineering — Science > School of Psychology |
| Item ID: |
83114 |
| Depositing User: |
Asri Afendi, Fadhilah
|
| Date Deposited: |
07 Feb 2026 04:40 |
| Last Modified: |
07 Feb 2026 04:40 |
| URI: |
https://eprints.nottingham.ac.uk/id/eprint/83114 |
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