Abstract
Employer branding has become a strategic tool for employee retention, and firms have used it as a means of maintaining a staff that is both stable and competitive. An employer brand that is strong is characterized by values that include social, economic, reputational, development, and diversity opportunities. The literature demonstrates that there are variances in employee engagement in terms of values, preferences, and demands pertaining to the workplace. This is significant when taking into consideration the dynamic and ever-changing character of an organization's workforce. It is the objective of this study to describe how the branding of an employer affects the level of engagement experienced by employees. The methodology utilized in this study was quantitative, and deductive reasoning was utilized throughout the process. Workers in Almaty, Kazakhstan who are employed in the information technology field were given a questionnaire to fill out. The sample consisted of a total of 111 replies. Preliminary findings suggest a direct correlation between employer branding values (social, economic, reputational, development, and diversity) and employee engagement. Moreover, social, economic, reputational, and development values significantly impact employee satisfaction. However, it's important to note that our study is ongoing, and final results will be presented in the thesis work.
Published Version
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