Effect of Reward on Employer Branding in the Mobile Telecommunication Sector in Kenya

Abstract

Purpose: The purpose of the study was to establish the effect of reward on employer branding in the mobile telecommunication sector in Kenya. Methodology: The study used descriptive design. The data collection instrument used was questionnaire. Census study method was used. The target population was only the top, middle and lower level managers in the mobile telecommunication sector totaling to three hundred and ninety (390). A pre-test and pilot survey was conducted. Data analysis involved statistical computations for averages, percentages, and correlation and regression analysis. Statistical computer software (SPSS) was used in data analysis. Analyzed data was presented using tables, charts and graphs. Results: Results revealed that in most of the mobile telecommunication companies in Kenya employees were stimulated by Salary, benefit and allowances to apply for the job. The results of the study also showed that Bonus, pension pay and promotions have great impact on the success of the organization and may influence retention in the mobile telecommunication companies in Kenya. The results further showed that exists a benefit scheme policy in the mobile telecommunication sector in Kenya, this implies that majority of the telecommunication companies have enrolled their employees to the benefit scheme. Unique Contribution to Theory, Practice and Policy: The study recommended Mobile telecommunication sector in Kenya to introduce annual salary reviews, housing and commuter allowances to motivate their employees and boost the employee branding.