Factors affecting Higher Education Branding in Engineering and Management Institutes in the state of Punjab – A Recruiters’ Perspective
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Abstract
Majority of the existing research on the topic of higher education branding has been conducted keeping in mind only the viewpoint of students. However the perspective of recruiters visiting the HEIs for recruiting graduates deserves attention too as they are the providers of campus placements; one of the major promises made by an HEI prior to admissions. This study focuses on the perception of recruiters regarding higher education branding. The purpose of this study is to understand the perspective of recruiters, regarding the factors that create or elevate brand positioning of HEIs in higher education market. A survey was conducted with 40 recruiters who have visited various institutes/universities of Punjab for campus recruitment drives. Exploratory factor analysis was used to find out various factors that they consider being most important for branding of higher education institutes. Findings suggest that existing image and reputation of the institute/university was the most important factor followed by their experience with the placement cell.