الفهرس 
Research FrameworkOnly 14 pages are availabe for public view
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Abstract
In response to the recent noticeable growth of micro, small and medium enterprises (MSMEs) in Egypt, which are facing increasing challenges in attracting and retaining the needed skills due to the limited financial resources, lack of specialized knowledge, and having no HR or recruitment department, this study develops a theoretical framework that assists MSMEs in Cairo to create effective employer brands through innovative HR practices.
A mixed methods approach is adopted, where quantitative data was gathered from 384 university graduates and 178 existing employees within MSMEs in Cairo to assess the impact of the employer brand dimensions on the intent to apply and the turnover intention, respectively. Simultaneously, qualitative data was gathered from the owners/founders of 18 MSMEs operating in the trade sector in Cairo. Quantitative and qualitative data were compared and contrasted in order to develop grounded knowledge relevant to the creation of effective employer brands in MSMEs.
The proposed theoretical model add two important elements that must be incorporated in the HR practices of MSMEs to enhance the applicants’ intent to apply and reduce employees’ turnover intention. These elements include the utilization of social media to communicate the employer brand benefits/dimensions in order to influence the intent to apply among prospective employees, and the personalization of the employer brand benefits/dimensions according to individual needs and preferences in order to influence the turnover intention among current employees.
The study recommends that HR practitioners and managers familiarize themselves with the marketing discipline to be able to effectively utilize the social media in the creation and promotion of the MSMEs’ employer brand. Also, it is advised that HR practitioners continuously be up-to-date with employees changing needs and preferences to develop a personalized employer brand that is attractive to each individual employee. The study offers the first holistic perspective on MSMEs’ employer brands in Egypt from the perspective of potential employees, current employees, and top management in MSMEs using a mixed-methods approach to develop grounded knowledge in the employer brand literature.