Employer Branding and the potential effect on employee performance and intention to leave within a UK franchised, fast-food environment

Abstract

Employee perceptions of employer branding and the potential influence on performance and intention to leave has not been extensively researched within the UK franchised fast-food industry. A systematic review of the extant literature highlighted existing definitions and generated a conceptual model, validated by a pragmatic, qualitative and single data source approach through interviewing thirty-six participants across three separate restaurant locations. A demonstration of diversity within the participant population was achieved via interviewing different cohorts from managers, hourly paid crew members and part time operatives. The research findings contribute to the definition of employer branding and the emergent themes suggest employer branding, when viewed through the lens of the psychological contract, influence both employee performance and intention to leave. Violations of the psychological contract had negative consequences on an employee’s performance and intention to leave. Delivering on the brand promise was seen to reduce staff turnover and increase performance.
The practical contribution of this research is to offer best practice and clear advice for franchisees and franchisors in order to attempt to maximise employee performance and reduce employee intention to leave. The emergent ideas suggest a more exploratory approach for the franchisor, enabling the franchisee at the local level to develop new ways of working. The franchisee should look to embrace strong recognition schemes, focus on training and development, ensure their organisation is supportive and caring, create a warm and fun environment and maintain a good work-life balance for all employees. The contributions as outlined will hopefully offer a mechanism for employer branding to be seen as a vehicle to influence employee performance and reduce turnover within a fast-food organisation within the United Kingdom.

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Identifiers

ORCID for Melanie Ashleigh: orcid.org/0000-0002-0583-0922

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