Journal health and social issues johesi vol

Running head: BUSI885 – RESEARCH CONCEPT

Doctor of Business Administration, International Business Dissertation
Qualitative Case Study, Post-Positivism
Employment Branding for University Graduates in Jamaica

Corporate Branding Concept
First is the concept of corporate branding, which originates from the Organization's identity. It also comprises the organizational culture and the image of stakeholders. Corporate branding, on this basis, influences their work environment and the desire of potential employees to seek employment with them (Theurer et al. 2018). This, therefore, assesses the organizational identity of Jamaican firms and how they influence, negatively or positively, graduate-level millennials.

Social Identity concept
Also, the social identity concept can influence potential employees and can be applied in employment branding. Edwards (2017) asserts that a firm's identity is what the individuals from the Organization think and accept as the Organization's personality. This may likewise be an apparent hierarchical personality (where every individual sees the association's character separately). Also, individuals from an organization frequently share an allowance of faith-based expectations of the firm, known as the Organization's aggregate character. In more detail, the firm's personality mirrors its focal ascribes and qualities, where the center qualities and authoritative qualities have a huge impact (Sahu, Pathardikar& Kumar, 2018). Furthermore, a definite authoritarian personality should attempt to bind together hierarchical individuals.

Internal Branding concept
The last concept is internal branding. This looks at values that are important to employees and makes them firmly attached to the Organization or committed to working with the firm. Kashyap&Verma (2018) asserted that the principal focal point of internal branding is how the workers in an organization embrace the brand idea to guarantee that workers inside the Organization satisfy the brand's guarantees to convey to its outside partners. The point is to instruct and share the brand esteems with workers. Interior marking can decidedly influence how representatives relate to the brand. That the effect of inward marking probably will not be steady among all the workers within the firm

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different from its neighbors, the United States, a developed country. Such challenges have a direct impact on the profitability of the Organization.

Research Questions
RQ 1. What are the difficulties faced by Jamaican university graduate-level millennials when looking for Jamaican businesses' job opportunities?

Research Question 2

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the necessary insights regarding the difficulties that they experience when applying for jobs offered by Jamaican businesses.

create a strategy that would attract graduate-level millennials into local jobs that impact the local economy while considering the complicated lives and needs of graduate-level millennials (Adeyemi et al., 2018).

However, it is not essential to assume that developing nations have issues accommodating graduate-level millennials without proving the same (Yasin&Jauhar, 2018). This study will explore the underlying occurrences in Jamaica, highlighting the challenges that firms in Jamaica face regarding attracting graduate-level millennials and preventing them from going abroad to greener pasture. The study will use a case study of organizations within the Jamaican Business Development Corporation (JBDC) to establish the problems that graduate-level millennials in Jamaica face and their attraction to developed nations.

Discussion of Methodology
This proposed research study will be conducted with a flexible design using qualitative methods; specifically, a single case study design will be used. The case study approach in qualitative research intends to the complexity of a case and the behavior pattern in the data. In the Jamaican firms' case, this method will allow the researcher to understand better the underlying issue that graduate-level millennials face in the job market. These can be revealed more on qualitative data and not numerical that provided by the quantitative studies. (Mohajan, 2018). Additionally, the qualitative case study will allow the researcher to immerse themself in the operations and strategy used by the Jamaica firms in recruitment and retention of employees and why it does not fit into the preferences of their graduate-level millennials. These, therefore, make the chosen qualitative method appropriate for this study.

The study will also take steps to ensure validity and reliability. Reliability will be assessed by checking and analyzing the consistency of the result across different questionnaires and observations. On the other hand, reality will be evaluated by testing how well the result obtained fits the established theories and other measures of the same concept (Yoon et al., 2018). The target participants (i.e., data sources) will be universitygraduate-level workers from Jamaica.

Research Framework
The study's research framework is the structure applied to hold the theory of this research. In this study, the framework looks at how attracting and retaining graduate-level employees in Jamaica is affected by Organizational culture and the image of stakeholders, the Organization's social identity, the Organization packaging itself as a social group, Equal commitments, and the Organization's internal values.

Jamaican Graduate level

Organization packaging themselves as a social group

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graduate-level employees. Most people prefer firms with values that resonate well with theirs and would be a better place to work (Verčič&Ćorić, 2018). Additionally, firms committed to satisfying the psychological contract that would benefit both employees and employers would be a preferred place to work.

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