In the era of knowledge competition, human capitals have been one of the key parameter to achieve competitive success for an educational institution. Today the contribution of employees is valued as highly significant in promoting and creating an institutional brand in the competitive environment where it is more acute in knowledge based organization such as universities (Feldwick, 1991). Educational institutions are the most crucial organizations in the society for creating most important outcome i.e. human beings with intellectual thought and abreast knowledge. So in today's parlance individual behaviors in the work culture has been considered more emerging research by experts of organization behavior and management literatures. Now a days with the challenges posed by globalization across the globe and with mushroom growth of universities, there is massive competition prevails among the educational institutions. On the other hand potential faculties and new aspiring candidates are becoming less attracted, de motivated and less committed to adopt the challenges to improve their performance due to lack of attractive work environment, poor institutional culture, less integrity and respect, lack of effort recognition. In this regard it is a growing concern for research on examining and exploring the role and importance of employer branding and attractiveness factor which will bring positive increased commitment level influenced by citizenship behavior towards improvement of effectiveness in educational culture. Most of studies have focused on classifying behaviors and emerging reasons that investigate human behavior at work place like issues of job satisfaction, perception, motivation, occupational attitudes and organization commitment. But the issue which has been emerged by behaviorist and psychologist in recent two decades is OCB. So to keep efficient employees, organizations adopt brand management strategies for an employee, which has given a new light by the advent of employer branding and employer attractiveness concept to the organizational literature. As there is increased competition among universities to produce academic excellence with betterskills andcompetencies, itis essential to createattractive environment, committed faculties for students. In the present scenario the focus of educational institutions is to attain longterm sustainability in all aspects both academic and non academic. An employer branding and attractiveness dimension plays a significant role in enhancing sense of ownership, sense of accountability and brand name of institutions for educational excellence. So to develop commitment, senseof ownership, satisfaction, engagementlevel faculties needed to aligntheirvaluesto organization values through development of organization citizenship behavior concept among educational institutions. Researchers have researched and analyzed on facets of citizenship behavior, role commitment and job satisfaction in OCB, role of employer branding in talent attraction and retention. This study has tried to find out the influence of different dimensions employer branding and attractiveness on development of citizenship behavior. This research work has also attempted to introspect in to implementation of branding factors and citizenship behavior relationship through finding regression models. The focus of this research paper is to analyze the influence of employer branding and organization attractiveness factors on organization citizenship behavior for retention of faculties in Odisha universities covering higher education context. Sample size was considered 350 for undertaking analysis on faculties working in different universities of Odisha. Structured questionnaire was used to gather the data for the study.
The thesis has been prepared through various milestones. This research has been initiated with introduction to the research area followed by intensive review. The conceptual background was presented. Research methodology was approached containing both primary and secondary data with formulation of hypothesis. This thesis intend to study the impact of employer branding and attractiveness dimensions oncitizenshipbehavior dimensions pertaining to Odisha universityfaculties. Further more ten hypothesis have been verified through correlation and regression analysis tools to analyze the relationship and how these two variable act as predictor for citizenship behavior of faculties like promoting goodwill of institution, less resistance attitude towards changes, helping behavior of faculties, involvement in organization development. The testing of hypothesis and perception of faculties on factors of employer branding, attractiveness and citizenship behavior in their institution was carried out by use of statistical techniques like descriptive statistics, Pearson correlation and regression models with the help of structured questionnaire for conducting survey. The results of the research work revealed that citizenship behavior is significantly predicted and impacted by branding and attractiveness factors like brand knowledge, brand internalization, brand equity, institutional culture and recognition of effort found to be strong and positive predictor of citizenship behavior. Organization attractiveness in the form of respectful work environment and attractive place of employment, work place fun and informality, healthy association between employer and faculties had shown positive influence on OCB.
The research work has assisted in the perspective of determination strong relationship of employer branding with citizenship behavior and attractiveness with citizenship behavior by following factors such as mentoring culture, career development opportunities, motivation to faculties, brand value importance, respectful environment, team based culture. The findings from the data analysis were interpreted and concluded with the presentation of recommendation, scope for future research, implications and conclusion.
This resultof the study drawsa unique attention foreducationist and policymakersof higher education to emphasize on increased awareness for branding strategy, employer attractiveness importance and promotion of concept of citizenship behavior for achievement of sustainability in competitive era and implementations of it among universities and higher educational institutions in true sense. These two tools will be an aid for Human Resource and appraisal team for performance rating, reward allocation and managerial evaluation.
Theoretically it will add more insight to branding and organization behavior literature for framework development and model improvement. As Organization citizenship behavior is the increasingly desirable form of employees behavior where motivation for employer branding and attractiveness of institution must play a significant role. These concepts should be treated as an effective innovative tool in the hand of management and must be adopted strongly in higher educational institutions as well as in other sectors to attract and retain potential employees.
