"Unveiling the Impact of Candidate NPS, Employee Referral Rate, and Offer Acceptance Rate on Employer Branding in Talent Acquisition: A Thematic Analysis with in the Context of Indian Retail Organizations"

Abstract

This study aims to examine the impact of candidate Net Promoter Score (NPS), employee referral rate, and offer acceptance rate on employer branding in talent acquisition within the context of Indian retail organizations. Thematic analysis was used to analyze the data collected from semi-structured interviews with 210 with the following categorization based on purposive and convenience sampling methods: 80 HR managers, 50 recruitment specialists, 50 talent acquisition professionals, and 30 executives with experience ranging from 5 years to 15 years from ten leading retail organizations in India. The results of the study reveal that candidate NPS, employee referral rate, and offer acceptance rate are all significant contributors to employer branding in talent acquisition. The findings suggest that organizations can enhance their employer branding by focusing on candidate experience during the recruitment process. Moreover, employee referrals and high offer acceptance rates positively impact the overall perception of the organization as a desirable employer. This study adds to the literature on employer branding and talent acquisition. The findings provide practical implications for HR managers in the retail industry in India to improve their recruitment practices and enhance their employer brand.