"Discovering the Competitive Edge: An Investigation into the Relationship between Social Engagement and ROI on Employer Branding in Indian Retail Organizations using Grounded Theory"

Abstract

This study aims to investigate the relationship between social engagement and return on investment (ROI) of employer branding in Indian retail organizations. Grounded theory methodology is employed to explore the experiences and perspectives of retail organizations in India regarding the role of social engagement in employer branding and the impact this engagement has on ROI. The findings of the study reveal a positive correlation between social engagement and ROI on employer branding, suggesting that organizations can gain a competitive edge by implementing strategies that enhance their social engagement with employees, customers, and stakeholders. The study highlights the significance of social engagement in fostering increased loyalty, attracting and retaining top talent, and improving overall customer satisfaction. Furthermore, several key factors that influence the success of social engagement initiatives are identified, including the importance of aligning these initiatives with organizational values, utilizing appropriate communication channels, and maintaining authentic and transparent interactions. This study contributes to the existing literature by providing valuable insights into the importance of social engagement in employer branding, as well as the mechanisms through which it drives ROI in Indian retail organizations.