The Perceived Value of Church, Independent, and State Schools’ Employer Brands Among School Teachers in Malta
DOI:
https://doi.org/10.62695/EWCG5535Keywords:
Church schools, Independent schools, State schools, Teachers, Perceived value, Employee Value Proposition, Employer Branding Process, Employer Brands, Thematic AnalysisAbstract
The local situation regarding the engagement and retention of teachers is somewhat under-researched. As elicited in the literature review, the employer branding concept is considered as a positive move towards attracting and retaining employees. Thus, this study investigates the dimensions of perceived value as projected by employer brands that may attract human resources to a particular school – whether church, independent, or state. The components and features of perceived value were explored by means of semi-structured interviews. Listening to teachers’ voices enables the employers to understand their perception. Hence, such practice will contribute to establishing the Employee Value Proposition, which is an integral part of the employer branding concept. The Employee Value Proposition communicates what teachers wish to see in their employer, as well as their intentions of either staying or leaving their job or employer type. Subsequently, the employer can strategically develop and convey their image as the employer of choice to both current and prospective teachers. The findings and discussion that emerge from this qualitative study demonstrate the multifaceted dimensions of perceived value ranging between family-like work environment, networking between schools, and market outreach. Such findings and discussion are intended to contribute towards a change in the employers’ mindset by inviting teachers to build and shape the Employee Value Proposition based on their perceived value.
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