Revista Internacional de Economía y Ciencias de la Gestión

Effective Employee Engagement and Best Brand Breeding: A Case Study

Abstract

Maniam Kaliannan and Samuel Narh Adjovu

Corporate branding is a “strategic tool” that fortifies firms to stay competitive in ruggedly saturated global market as it is exploited for market share increase, high profitability and operational cost reduction via reduction in employee turnover ratio. Maximally, achieving this requires that the greatest and most available asset of the organization, employees, are in good shape, in that they would be the first and best brand ambassadors. Better put, employees must be committed, connected and engrossed with their employer at emotional, social and physical levels, hence their engagement. This paper explores the strengths and weaknesses of employee engagement strategies as a mechanism of breeding best corporate brand giving the practices of telecommunications organization in Ghana. The main research approach adopted was quantitative with 137 responses collected and analysed. In order to heighten the rigor and robustness of the findings, four additional interviews were conducted which qualifies the approach to best described as triangulation. Interestingly, the outcome of the findings revealed that the engagement practices in action at the company currently are yielding desired results which underpins why it was considered most valuable brand in the continent of Africa. Notwithstanding, the best could only remain best when there is persistent improvement.