Abstract
In the turbulent environment of modern business, attracting and retaining valuable human resources have become one of the main means of competitive edge. The satisfaction of current employees and talent retention are essential elements of organizational success. Against this background, this study aims to examine whether the process approach to internal employer branding, including internal branding activities (IBA) and conducting intra-organizational research (CIR), allows for the improvement of the current employee involvement. The study used the method of regression analysis. In addition, a survey was used as to collect necessary data. The sample included 120 personnel, selected by a convenience sampling method. In the light of the conducted analysis, it was confirmed that CIR significantly increases the employee value proposition (EVP). Likewise, IBA directed at current employees has a significant impact on EVP shaping. In this context, assuming EVP as a measure of employee involvement, it has been shown that the adoption of a process approach to employer branding can lead to the improvement of the current employee commitment and productivity. Thus, employer branding seen as a process in line with the human resource management and corporate strategy can contribute to building a competitive advantage.
Highlights
This study aims to examine whether the process approach to internal employer branding, including internal branding activities (IBA) and conducting intra-organizational research (CIR), allows for the improvement of the current employee involvement
The work aimed to examine whether the process approach to internal employer branding, including IBA and CIR, allows for the improvement of employee involvement
The adoption of a process approach to employer branding aimed at achieving the indicated results requires analyzing the basic generation mechanisms underlying the building of employee engagement at the level of internal employer branding
Summary
Employer branding fosters the expansion of the dynamics related to employee motivation in organizational pride and strengthens business culphysical, mental, and social dimensions, and take ture, contributing to the retention of employthis into account in motivational processes, save ees (Karga & Tsokos, 2020) Based on this premise, both time and money, and have more motivated organizations are devoting significant resources to staff (Osteraker, 1999). Employer branding has an indithe applied solutions or modern work techniques, rect impact on the profitability of the organization while in the area related to remuneration, the com- by stimulating the efficiency of employees, their pany should be well prepared to attract and retain commitment to their organization, and, as a result, its best employees by offering them a competitive the satisfaction of external customers It can be assumed that: H2: Conducting intra-organizational research significantly increases the EVP value
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