Research Methodology Our research methodology comprises of the following steps which will be undertaken in order to gain additional

insights into the conceptual framework of employer branding in the least preferred organisation in the cellular service provider industry and moreover to further clarify the concepts and effects of factors anticipated from the literature review. Step 1: Poll The preliminary research will be initiated using an online poll. The poll will comprise of only one question regarding the employer of choice in cellular service provider industry. The population for poll consists of potential and seasoned employees of Islamabad. The samples from this respective population will be selected using non probability convenience sampling as this is a useful method to determine the least preferred organisation in the cellular service provider industry as our population is very scattered and difficult to exactly calculate and reach within the limited time frame of this respective project. Step 2: In-depth Interviews The second phase of research will consist of in-depth interviews which will be conducted to provide detail insights into the nature and role of each factor identified via literature review. In total, 4-5 in-depth interviews will be undertaken with manager dealing with human resource function in least preferred firm. These interviews will consist of questions regarding different practices and strategies of the organisation regarding employer branding. Step 3: Questionnaires In the next phase semi-structured questionnaire will be used to gain ample information about how existing employees perceive the company. In order to maximize the richness of the insights generated from questionnaire, 100-150 respondents will be chosen from three different levels entry, middle and operational within respective least preferred company in the cellular service provider industry. Moreover this will enable us to determine working environment of the company under consideration and different factors that impact employer branding as questionnaire contains questions directed at culture, working environment, reward system, empowerment of employees, relationship between product and corporate image, current strategies of the company. Step 4: Statistical analysis at all functional levels The data collected will be analyzed systematically and accurately with the assistance of various statistical tools. The major tools that will be used are mean analysis, t-test, ANOVA and others depending on the needs of our project as the research proceeds. The mean analysis will provide arithmetic average of a set of values, or distribution, as our research group comprises of entry, middle and operational level employees. The t-test will help us compare the means of the different groups of employees. Lastly ANOVA statistical test will tell us whether or not the means of several groups are all equal, and therefore generalize t-test to more than two groups.

Step 5: Gap analysis After collecting the data from the interview and the questionnaires and the best practices with regards to employer branding through the literature we will perform a gap analysis. The foremost step will be to plot the means from the various groups on a scale of 1-5, with 2.5 being the average and then see where the least preferred employer brands efforts fall with regards to each of the factors that affect employer branding. A rating of 2.5 or lower would indicate that the particular factor is not being sufficiently utilized in the process of employer branding and needs to be improved while a rating higher than 2.5 would indicate that the factor is sufficiently motivating employees. The following figure summarizes the research methodology process:

Unit of analysis Unit of analysis of our research project is individual. We will conduct in-depth interviews and get questionnaires filled with the employees of the least preferred organization. This will provide us with the individualistic views regarding employer branding. Furthermore, it will help us to gauge each and every individual employees opinion regarding the companys existing employer branding efforts.