Employer Branding Strategies and Recruitment Effectiveness in Construction Companies: A Case of NPD Ltd, Rwanda

Winnie Kansiime & Ruth Odengo
University of Kigali, Rwanda
https://orcid.org/0009-0004-1987-8021
Email: wkansiime07@gmail.com

Abstract: The study aimed to assess the influence of employer branding strategies on recruitment effectiveness in construction companies in Rwanda. This study used theories like signaling theory, social identity theory, equity theory and psychological contract theory. The target population consisted of 550 people (14 members of NPD Ltd management and 536 operational staff) while the sample size was 243 respondents. These were selected by using stratified simple random and universal sampling strategies. However, only 218 (89.7% response rate) were able to participate in the study. Data were collected using a structured close-ended questionnaire, interview guide and document analysis. Descriptive statistics (means and standard deviation) and inferential analysis (correlation and regression) were employed for data analysis using SPSS and Microsoft Excel. The study found that the working environment had a statistically significant effect on recruitment effectiveness in NPD Ltd (β=0.425, p<0.05). Staff compensation and benefits (β=0.186, p<0.05) and staff development programs (β=0.253, p<0.05) had statistically significant effects on recruitment effectiveness, resulting in the rejection of H01, H02 and H03, respectively. The study recommended that NPD Ltd should enhance work culture, interpersonal relationships, and employee safety to foster collaboration and attract talent.