Employer branding: A strategy to enhance organizational performance

Abstract

Employer branding has gained considerable interest in theory and practice, however, current hotel management literature has neglected to investigate the dimensional influence of employer branding on organisational performance through the mediating and moderating mechanism. To fill these gaps, based on the branding theory, this study aims to examine the sequential mediating role of organisational commitment, employer brand loyalty, and employee retention between employer branding dimensions and organisational performance. The results of this study led to the acceptance of all the direct and mediating hypotheses except one which is the mediating path of ethics and corporate social responsibility. The findings also revealed the insignificance of the moderating role of interdepartmental communication on employee retention and performance. The findings of this research highlight that by developing better employer branding standards, hotels can position themselves as top employers of choice to improve organisational performance.