Significance of Employee Brand Building Behaviour to Improving Outlook of Public Sectors’ organizations in India -A Systematic Literature Review

Abstract

The goal of this study to facilitates the understanding of employee brand building behaviour and significance of employee branding for the desired outcomes of the organization. It presents the improving outlook of Public Sectors’ organizations in India. This research study how authentic leadership and employee engagement shape the employee behaviour that affects an organization's ability to succeed. In this regard, the purpose of this work is to examine how employee branding is conceptualised and to present potential areas for further study. This study is literature review that draws a particular research archive on employee branding and employee brand building behaviour published till 2021. Employee brand building behaviour has a significantly positive influence on public sector work place effectiveness to achieve success that serve as source of competitive advantage rather than just being names or symbols. Through employee brand building behaviour organization may be able to reduce turnover of potential employees, customer retention, improved service quality, productive workplace and encourage employees to develop brand integrity for external stakeholders. The study will help to be beneficial with an organization plagued with retention and turnover issues .