Abstract:
Research indicates that Millennial employees are not loyal to organisations as they feel that employer’s value profit and the bottom line over their employees, society and the environment. This research paper investigates if the MultiChoice brand resonates with the MultiChoice Millennial internal customer. Understanding this phenomenon will allows the organisation to build loyalty and long-term brand commitment. A combination of secondary and primary research was conducted. Employee relevant documents were evaluated from a brand perspective in order to gain an understanding of the offerings by the brand to their employees.This was followed by primary research with MultiChoice Millennial employees by means of in-depth interviews to investigate how this is experienced from the employee perspective.From the research findings it can be concluded that MultiChoice resonates with their Millennial internal customers.It was found that the brand does value making profit and the bottom line, however in addition to this, they value their employees and giving back to community in terms of CSI initiatives.It was also found that millennials place high importance on learn, growth and self-development, and it was found that the organisation delivers on these aspects which makes them resonate with the brand.
