Dr. Kamini Bhasin

I have completed Ph.D in English Literature and M.Phil in English Literature. I have a keen interest in Indian writings in English literature. I have Secured 1st position at the university level in M.A. (English literature). I believe in conscious teaching and practices effective management technique such as interpersonal skills, motivation and strives to enhance students’ competence. I am aspiring in the field of developing communication skills with the help of language lab.

EDUCATION

Ph.D., M.Phil., MBA, B.ED., PGDCA

RESEARCH INTERESTS

I believe in conscious teaching and practices effective management technique such as interpersonal skills, motivation and strives to enhance students’ competence. I am aspiring in the field of developing communication skills with the help of language lab.

Scopus Publications

Social media usage in higher education: Role in marketing and communication during COVID-19
Abhishek Shukla and Kamini Bhasin
Transnational Press London
Major higher educational institutions exert efforts on social media to establish relationships with students, aspirants, alumni and other stakeholders. These efforts have been increased in the worldwide pandemic of COVID-19 as institutions are left only with social media channels as a medium to communicate and build their branding. Therefore, it is important to examine the various Facebook posts that become important for delivering the information and building a positive association with its stakeholders. The current study adopted the content analysis method to examine the various posts of the top 20 Indian universities during June 2020-November, 2020. The results revealed that university type, post category and post format were the important factors to increase the reachability (likes and shares) and engagement (comments and total engagement) of the post with its stakeholders during the above-stated period. Additionally, the posts in the category of events and announcements recorded the highest engagements. The current study also examined that the top relevant comments, content (positive sentiments and negative sentiments), gender, and users were not the factor in increasing engagement. This study provides strategies for universities to increase reachability and engagement concerning content creation and its format on social media platforms.


Examining how employer brand perceptions differ for potential and existing employees in the indian it sector: A longitudinal study
Tamanna Agarwal, Sandeep Arya, and Kamini Bhasin
World Scientific Pub Co Pte Ltd
Employer branding as a tool is consistently gaining importance to attract and retain talent. Previous studies have observed employer branding process through potential employee’s perspective while others have taken current employees as their sample. It has been well acknowledged that variation exists in perception of potential and existing employees regarding the value propositions that an employer offers. This variation may result in employee disengagement or lower commitment. Considering the importance of the problem, this paper attempts to explore and analyse this phenomenon of variation in employer brand perceptions that exists between potential and existing employees. To achieve this objective, a longitudinal study consisting of 411 employees of top IT companies in India is conducted. Responses from the same sample are collected at two different points; first, when the respondents are final year students (potential employees/applicants) and the second instance is when they are absorbed into the company after induction and training. The results reveal that certain differences (based on instrumental-symbolic framework) are observed in the relative importance of employer brand attributes for the same individuals, i.e. when they are looking for a job and when they are working as an employee. Also, we conclude that though the differences cannot be eliminated totally, however, it can be minimised to a certain level by focusing on certain touchpoints.


Evaluating the Impact of Coronavirus Disease-2019 Pandemic on Employer Branding, Employee Engagement and Employee Performance: A Moderation Study of Indian Information Technology Firms
Tamanna Agarwal, Sandeep Arya, and Kamini Bhasin
SAGE Publications
Anchored in job demands–resources (JDR) theory and event system theory, this research investigates the impact of employer branding on employee engagement and employee performance in the backdrop of the Coronavirus Disease 2019 (COVID-19) pandemic. COVID-19 caused unprecedented changes in the workplace dynamics of the information technology (IT) firms in India, affecting employee engagement levels. Therefore, the moderating role of COVID-19 event strength is examined on the relationship between employer branding and employee engagement. The proposed hypotheses were examined by performing structural equation modelling on the data gathered from 791 employees of IT firms in India. Data were collected through a self-report survey using a questionnaire instrument consisting of measuring items adapted from the existing literature. The research findings suggest that significant affirmative relationships exist among employer branding, employee engagement and employee performance. Organizational commitment demonstrated a partial mediating effect on the relationship between employer branding and employee engagement. Further, the COVID-19 event strength positively moderated the relationship between employer branding and employee engagement, suggesting that employer branding practices are more crucial in organizations, which were heavily affected by the pandemic. This research offers significant insights for academic and human resource (HR) practitioners regarding the role of employer branding in enhancing employee engagement and employee performance during times of crisis.


The Evolution of Internal Employer Branding and Employee Engagement: The Temporal Role of Internal Social Media Usage
Tamanna Agarwal, Sandeep Arya, and Kamini Bhasin
World Scientific Pub Co Pte Lt
In recent times, Indian IT companies have been facing high attrition rates, especially with young employees having three to seven years of experience. Therefore, this study develops and tests a dynamic model of brand-endorsed employee engagement (EE) and employee retention (ER). Particularly, the carryover and temporal effects of the relationships and constructs are studied to understand how employee behaviour evolves over time. Using two waves of longitudinal data gathered from young employees ([Formula: see text]) of Indian IT companies, the proposed conceptual model is investigated to test the temporal differences in the relationships between internal employer branding (IEB), organisational commitment, EE and ER. Additionally, the impact of employer internal social media usage on the relationships is also examined as an effective human resources (HR) intervention in the evolution process. The findings show that excluding the organisational commitment to EE relationship, the other two relationships between IEB to organisational commitment and EE to ER become stronger over time. Interestingly, while internal social media usage does not exhibit direct effect on organisational commitment or ER, it is instrumental in influencing IEB perception and EE during subsequent periods. Overall, this study offers directions to HR managers in the services sector on how to effectively use social media to engender engagement in employees and ultimately, enhance their intention to stay.


Employer branding and its impact on employee engagement: A literature review

RECENT SCHOLAR PUBLICATIONS

Publications

Dr. Kamini Bhasin, T. A. D. S. A. (2020). Employer branding and its impact on employee engagement: A literature review. International Journal of Advanced Science and Technology, 29(4s), 1438 - 1446.(Scopus indexed)
• Dr. Kamini Bhasin, T. A. D. S. A. (2020). ‘The evolution of internal employer branding and employee engagement: The temporal role of internal social media usage’, Journal of Information and Knowledge Management (World Scientific Publishers, SCOPUS, ABDC).
• Book Published “Selections from English literature” for B.tech 1st year in 2007. (Under Vardhan publication & Vigyan & Takniki prakashan, Jaipur.)
• Kamini bhasin, “Amitav Ghosh’s The Hungry Tide: Intoning silence”, Indian journal of applied research, Index with international ISSN Dictionary, Paris, Vol-3, Issue: 8, , 2013, ISSN , Impact factor: 0.8215.
• Kamini bhasin, “Amitav Ghosh: A pioneer writer with intellectual influences, Concepts and theories and art of writing”, International journal of society and humanities, Vol-1, Number 2, , 2013, ISSN
Kamini bhasin, “Learning English as a Second Language &Role of Digital Language Lab” International journal of scientific research, Vol-3, Issue: 4, April 2014 , ISSN No : 2277 - 8179
• Kamini Bhasin, “Effective Communication and Its Impact on job satisfaction: A Study of Indian Universities”, H.R. Journal of Management, VOL-9, 2016-July 2017, ISSN No. 0974-7737.