Strategic integration of employee engagement and employee branding: Examining how internal HR practices influence employer brand perception at Renata PLC

Abstract

I am submitting my internship report which is a mandatory part to complete of my BBA journey at BRAC Business School, BRAC University. I did my internship under Renata PLC, the program was named ”Renata Ignite Internship”. I started the program from 1st or February and ended to 30th April under Human Resources Division. Mr. Anupom Chowdhury (OD Manager) was my supervisor who helped me understand the organization value system. In chapter 1, I talked about my experience, explaining my core work & responsibilities, successes and also what i learned. Further, i cover the challenges faced during internship period, and my suggestion for making the internship program more strong. This experience gave me exposure to real life HR related processes and helped me build my skills - both professional and personal. The analysis of Renata PLC is detailed in Chapter 2, which discusses the background, management practices, human resource activities, marketing approach, financial performance, operations and competitive position of the company in the pharmaceutical industry. The analysis points out Renata’s consistency, great organizational culture and strategic approach towards employee development and employer branding. The research topic (Strategic Integration of Employee Engagement and Employee Branding: Examining How Internal HR Practices Influence Employer Brand Perception at Renata PLC) is discussed in Chapter 3. The research looks at how employee engagement programs such as the Renata Campus Ambassador (RCA) Program, Tea and Talk, Renata Learning Center and performance management systems have affected employee engagement, and how Renata has become an attractive brand to work for through employee surveys and interviews with HR practitioners. The results indicated that having a strong internal culture, those positive experiences and HR practices are key components in creating positive employer brand perception.