Employer branding and employeework related outcomes: A conceptual framework

Abstract

Previous research on employer branding has focused on its impact on recruitment and retention and rarely explores the impact of employer brand on employee work related outcomes. The purpose of this paper is to presenta framework to understand the relationship between employer branding and employee work related outcomes including organization commitmentand organization citizenship behavior. The framework is developed by reviewing relevant literature on organization commitment, employer branding, employee engagementand organization citizenship behavior. Using the Social Exchange Theory and Job-Demand Resource Modelthe paper provides a conceptual framework illustrating the link between employer branding, commitment and citizenship behaviour that is mediated by employee engagement. The present paper outspread research on employer branding by including employee engagement as mediator between employer branding, commitment and citizenship behaviour.