Employer branding factors as promoters of the dimensions of employee organizational commitment

Abstract

Due to the current battle to attract and engage the best professionals, companies must design strategies and implement actions that help them to position themselves in the labour market as the best option for the most valuable employees. This work proposes the creation of the employer brand as a strategy to promote the dimensions of organizational commitment. In addition, a measurement tool is proposed to facilitate the understanding of the implementation and measurement phases of employer branding. With this objective in mind, a study was carried out on the 93 employees of a company in the automotive sector. The results show that actions related to professional development and benefits have a positive impact on the three dimensions of commitment. In addition, the actions destined to favour the work-life balance of the employees contribute positively to affective commitment, as well as normative commitment.