Linking Employer Brand Image and Work Engagement: Modelling Organizational Identification and Trust in Organization as Mediators

Abstract

Based on the theories of resource-based view, social exchange, social identity and social information processing, the current research propounds a model that investigates the role an employer’s brand image plays in influencing organizational identification, trust in organizations and work engagement. Data were collected from 508 employees serving in Indian public and private sector companies. Hypotheses were tested using regression analyses. Results suggest that work engagement is influenced directly by employer brand image, as well as indirectly through trust in organizations and organizational identification (mediators). Thus, it is logical that if an organization creates and maintains a unique employer brand image, then employees’ identification and trust with organizations would likely to increase and impact work engagement. Implications for theory and practice are discussed in this article.