Can Organizations Leverage Employer Branding to Gain Employee Engagement and Reduce Turnover Intention? An Empirical Study with Organizational Trust as a Mediator

Abstract

Employee engagement (EE) and turnover intention (TI) are significant goals to pursue for all vibrant organizations. To pursue these goals, organizations need to differentiate itself from other organizations. One important concept that leads organization to a different pedestal is employer branding (EB). This work studies the influence of EB on EE and TI. It also attempts to explain the mechanism through which EB impacts these two variables. This is done by incorporating organizational trust (OT) as a mediating variable.he sample size of the study is 308, and the respondents were from various organizations spread across India. The statistical tools to get the result were correlation and hierarchical regression in SPSS. The study finds that EB is positively related to EE and negatively aligned with TI. OT partially mediated and fully mediated the relation with EE and turnover intention, respectively. After discussing the result, implications, both practical and theoretical, are laid out. Limitations and further scope of research are discussed in the end.