Impact Of Employer Branding Research Articles

Impact of Employer Branding on Job Satisfaction: A Conceptual Framework

Purpose: Over the years, organisations have gained an immense realisation that employees are their biggest source of competitive advantage. Apart from attracting, recruiting, and selecting the best employees, organisations need to find ways to motivate and retain them as well. To do so, they need to cater to the needs of both current and prospective employees. The aim of the study is to provide a comprehensive review of the concept of employer branding and its relationship with job satisfaction. Research Method: The study reviewed empirical papers, review studies, and conference papers published in peer reviewed journals that are indexed in various databases related to employer branding and job satisfaction. Findings: The findings of the study reveal that employer branding involves all the strategies that an organisation undertakes in order to elevate its reputation in the eyes of its current employees by virtue of its unique employee value proposition and also create a positive image in the minds of their prospective employees by highlighting various monetary and non-monetary benefits for getting associated with the brand. Also, organisation in their quest to attract and retain talented workforce have realised the importance of employer branding. The study also reveals that when employers prioritize meeting employee expectations, such as offering career advancement prospects and equitable remuneration, while still satisfying their own commitments, it fosters a sense of fairness and trust that eventually results in job satisfaction. Implications: The study offers practical implications for organisations and human resource professionals. The organisations should reflect on the expectations of the workforce in order to foster a sense of belonging among the employees and increase job satisfaction. These expectations may be related to work-life balance, career development opportunities, an inclusive work culture, fair compensations, recognition and appreciation for their efforts. Originality: The study emphasises the crucial role of employer branding and its various dimensions on employee job satisfaction in organisations as well as in higher educational institutions. Further, different empirical studies can use the developed conceptual framework to examine the relationship between employer branding and job satisfaction.

EMPLOYER BRANDING AND ITS INFLUENCE OF EMPLOYEE RETENTION: A LITERATURE REVIEW

The impact of employer branding on employee retention is essential for organizations aiming to create a strong and sustainable workforce. This literature review aims to examine the role of employer branding on employee retention in the organizations. Limited empirical evidence exists regarding studies exploring the connection between employer branding and employee retention especially in Malaysia. By synthesizing and analyzing a wide range of studies published between 2019 and 2023, this review provides insights into the key determinants of employee retention, identifies gaps in the literature, and offers implications for practice and future research. The articles were screened, filtered and followed by the reading of the full-text articles. From the previous results, most studies applied a quantitative approach which is the most popular research method. Therefore, this study suggests that employer branding studies should be given adequate concentration. The findings highlight the importance of various factors, including dimension of employer branding such as perceived organizational support, development value, work environment, and social value, in influencing employee retention. Furthermore, this literature review recommends that researchers should investigate and focus more on the influence of employer branding on employee retention.

Impact of Employer Branding, Social Media Marketing & EWOM on Consumer Online Purchase Intention with Mediation of Brand Trust

This study aimed to determine the impact of social media marketing on brand trust and online purchase intention, to determine if social media marketing and electronic word of mouth undoubtedly help customers get more and more information about the product or brand more than the conventional means i.e. word of mouth, to determine the impact of brand trust on online purchase intention as well to know the consumer's assurance in purchasing products online. The research design employed in this study is causal research, aimed at understanding the behaviour of social media users. To gather data for the study, social media platforms served as the data collection channels. A total of 219 respondents participated in an online questionnaire, and the structural equation modelling (SEM) technique was utilized to track the hypothesized causal relationships. The outcomes of this study identify that consumers exhibit more trust in social media marketing compared to social EWOM. As a result, it is advisable to prioritize hypotheses that garnered acceptance and appear more viable and dependable for generating online purchase intentions. It's important to note that this research is confined to the apparel industry, with data primarily collected from urban areas due to their higher levels of literacy, awareness, fashion sense, technology use, and income compared to rural areas, where social media device usage is limited.

The Impact of Employer Branding and Career Development on Employee Retention at Al-Ibrah Foundation

The purpose of this research is to determine the influence of employer branding and career development on employee retention applied at Al-Ibrah School in Gresik. The sampling was done using the proportionate stratified random sampling method. The sample for this study consisted of 65 respondents who were teachers at Al Ibrah School from kindergarten, elementary school, and junior high school levels. The analysis technique used in this research was multiple linear regression using SPSS software. The analysis results showed that (1) employer branding has a positive effect on employee retention, (2) career development has a positive effect on employee retention, and (3) employer branding and career development have a positive effect on employee retention. This indicates that the employer branding and career development implemented by Al Ibrah School in Gresik are important in retaining teachers who teach at the school.

The Impact of Employer Branding on Turnover Intention in Pharmaceutical Industries: Does Generation Matter?

In an increasingly globalized economy, organizations are increasingly competing for the best employees who are skilled in professional fields. Employer branding has an important role in helping organizations find new employees and retain existing employees. The goal of this study was to look at the effect of employer branding on organizational commitment and turnover intention in the pharmaceutical industry, as it was moderated by generation. The population sample is made up of Generation X, Y, and Z workers in the pharmaceutical industries in Indonesia. The sampling technique uses a non-probability sampling method with purposive sampling. PLS-SEM was utilized in this study to analyze data from 175 samples. The research results have proven that employer branding increases organizational commitment and decreases turnover intention. Organizational commitment reduces turnover intention. Moreover, the relationship between employer branding and turnover intention might be mediated by organizational commitment. The association between organizational commitment and turnover intention or employer branding and turnover intention cannot be moderated by generation because it has no impact on turnover intention in the pharmaceutical industries. Corporate leaders need to establish and develop employer branding to increase organizational commitment and reduce turnover intentions in the pharmaceutical industry<em>.</em>

Impact Of Employer Branding On Employee Engagement

Impact Of Employer Branding On Employee Engagement

The Impact of Employer Branding on Commitment to Bank Employees


 This study aims to examine the relationship between employer branding and organizational commitment to BNI employees in Makassar as many as 100 people using the correlation analysis method. This study found that there was a positive and significant effect of Employer branding on employees' organizational commitment. Employer branding has the greatest influence on affective commitment, amounting to 0.546, then normative commitment of 0.521, then continuous commitment of 0.403. This finding shows that employer branding gives an image to the organization as the best place to work, therefore companies must provide a package of functional, economic, social and psychological benefits by attracting and retaining the best talent of the company. Likewise, employer branding in the banking sector, especially BNI, must continue to be improved so that employee commitment can be maintained. Employees will feel at home and stay with the company because they feel they benefit from the company's various offerings

THE ROLE OF EMPLOYER BRANDING IN IMPROVING EMPLOYEE PERFORMANCE IN VIETNAM ENTERPRISES

This study delves into the impact of employer branding on employee performance, a factor of the current employee. Research method used is mixed methods with PLS-SEM. 937-observation sample was surveyed through questionnaires directly from employees working for 37 companies and organizations in Vietnam. Employer branding has been demonstrated to have positive effect with weak impact on employee performance. This result is valuable as a new research direction of employer branding for current employees. Concurrently, it contributes as an additional new solution for employee performance in enterprises.

Promises in action: The role of employer brand, employee value proposition and employee experience in delivering on psychological contract expectations

The shifting world of work and the resultant impact on organizations has fundamentally changed the relationship between employees and employers. With the reality of changing workforce demographics, gig-workers, nomad work and evolving talent marketplaces placing organizational talent supply processes under pressure, there is a need to evaluate the effectiveness of people management practices to access talent pools. In particular, the impact of employer branding, the employee value proposition, and the employee experience on attracting and retaining talent has to be re-evaluated in light of shifting expectations. We propose that traditional human resource (HR) practices, which have predominantly been focused on procedural elements of the employee lifecycle, have to evolve to intentionally create more human-centric working environments. This implies incorporating principles from design thinking and servicebased design, which positions the human being as the focal point. A shift towards a more human-centric perspective should not be disconnected from the contextual realities of the organization and its objectives while also taking the dynamic nature of the evolving psychological contract into account. The purpose of this article can be described as follows. First, we aim to discuss the psychological contract as the focal point for aligning employer brand, employee value propositions and employee experience. Second, we propose an employee-centric design methodology for human resource practices and third, we illustrate the use and application of this method by applying it to the off-boarding process in a global organization.

The Face of the Firm: The Impact of Employer Branding on Diversity

AbstractDrawing upon an employer branding lens to help explore and inform our understanding of the marketing of workforce diversity, here we argue that diversity is understood and used in an aesthetic and commercialized way, rather than with a focus upon the inclusion of disadvantaged groups. Our analysis of the marketing and diversity practices of four small and medium‐sized law firms demonstrates a continued access‐and‐legitimacy approach to diversity: that a desire for successful employer branding still supersedes organizational commitment to equal opportunities and diversity management in practice. We argue that this commercialized approach leads to several contradictions, which in turn reproduce the market‐based perspective of diversity, relegating employees primarily to the aesthetics of race and gender and the affiliated skills and resources. In theorizing the processes by which diversity is undermined and functions solely to enhance business image and increase organizational performance, we highlight how an employer branding lens enables us to identify and understand contradictions between diversity policy and practice in a different way, by linking aesthetics with the marketing of the brand.

Retaining the Best Talents: The Impact of Employer Branding and Psychological Capital

The concept of employer branding has attracted great attention of researchers in a variety of disciplines due to its role in attracting and retaining the best talents. However, few studies examine employer branding’s impact on current employee behaviors. In this vein, the purpose of the study is to examine the antecedents and consequences of employer branding. The aforementioned hypotheses were tested via structural equation modeling and data obtained from 289 white-collar employees. Results empirically indicate that: (1) supportive organizational culture is positively associated with employer branding, (2) employer branding positively relates to intention to stay, (3) employer branding partially mediates the relationship between supportive organizational culture and intention to stay. Additionally, psychological capital moderates the relationship between employer branding and intention to stay.

Impact of Employer Branding on Employee Retention: A Case of Multinational Corporation that Operates in Sri Lanka

Employer branding is an important recruitment practice, which correspondingly delivers an important contribution to the retention of employees. Thus, the main purpose of this study is to identify the impact of employer branding on employee retention with reference to a selected multinational organization that operates in Sri Lanka, which is a leading brand in the global beverage industry. The research utilized a deductive research approach, and data were gathered from 126. Simple random sampling technique was utilized in the research where the data was gathered from 126 employees in the selected globally operating multinational organization which has large employer brand, in Sri Lanka. Inferential statistics, Pearson’s correlation coefficient and multiple linear regression analysis was employed to derive conclusions in the study. Accordingly, it is found that employer branding has a positive and highly significant impact on employee retention. Furthermore, the study concludes that the work life balance and training and development are the variables that have a critical impact on employee retention, while corporate social responsibility has no significant impact towards employee retention. The completion of the study would lead to enhance the knowledge on employer branding as well as to provide practical implications to follow in the future. Keywords: Employer Branding, Employee Retention, Dimensions of Employer Branding, Human Resource Management

Impact of Employer Branding on Employee Commitment: Employee Engagement as a Mediator

Employer branding has fascinated human resources (HR) managers and establishments over the last two decades. This is attributed to its practical business implications and being a strong predictor of many favourable organizational outcomes. Due to the fierce business rivalry and market saturation in recent times, businesses are increasingly looking to engage their workforce in order to induce employer commitment among them. Employer brand is one factor that can help organizations keep their employees involved in the job. Employee engagement is critical for service brands, such as the banking industry, for delivering better customer service and maintaining a motivated workforce. An engaged workforce is also more committed towards the organization, which also leads to many desirable business outcomes. This study targeted 485 employees from two banks (one a public sector bank and the other a private bank), which resulted in 409 functional responses. The work objective was to examine the influence of employer brand on employee engagement, which may lead to organizational commitment. This article also examined the mediating role of employee engagement with respect to the five dimensions of employer brand and organizational commitment. The regression analysis using structural equation modelling (SEM) revealed that all five dimensions of employer brand influence employee engagement. Employee engagement also shares a positive and significant association with organizational commitment. Moreover, the mediation analysis also revealed that employee engagement partially mediates the relationship between employee engagement and organizational commitment. These study findings have important implications for business managers, HR managers and academicians.

Strategic Talent Management: The Impact of Employer Branding on the Affective Commitment of Employees

In a globalization context, underlined by the speed of technological transformation and increasingly competitive markets, the perspective of human capital, as an asset of strategic importance, stands out in differentiating human resource practices. Under this reality, the employer branding (EB) concept gains more and more importance as a strategic tool to attract, retain, and involve human capital, given that this has become a source of competitive advantage to companies. Within this context, this study aimed to evaluate the relationship between employer branding strategies implemented by organizations, as well as their impact on the employee’s affective commitment, evident in certain organizational cultures, which are sustained over time. The methodological framework applied to this study is quantitative, and the data collection was carried out with the application of an employer branding and an affective commitment questionnaire. To achieve a good representation of the active population, the sample of the quantitative study was composed of 172 individuals, working in the public and private sectors in Portugal, exercising different positions in the different sectors of activity. Results obtained with these techniques indicate a high level of affective organizational commitment (AOC) of employees in the organizations surveyed, suggesting that affective commitment develops when the individual becomes involved and identifies with the organization.

A review of literature on impact of employer branding in talent management

This article summaries the theoretical literature on the impact of employer branding in talent management. This topic focuses mainly on both employer branding and talent management based on the theoretical literature review which explains about the relationship between the two variable employer branding and talent management. The study concludes that the most of the research done on the employer branding and talent management are highly focused on employees of the organisation and how their talents are recognised and developed by the employers and how much the branding is affected in the time of acquisition also while retaining to the employees.

Employer branding and its relation with HR functions of employee recruitment and retention: A review of literature

The current recruitment scenario, which is highly dynamic and challenging, calls for the attention of academics and practitioners alike. Recently, several studies were conducted to understand the possible relationship between employer branding and employee retention (Gilani & Cunningham, 2017; Wilden, Gudergan, & Lings, 2010). In the present study, an attempt has been made to explore the impact of employer branding on employee recruitment and retention. A comprehensive literature review of previous studies on this topic was conducted, in an attempt to understand the influence of employer branding on each aspect of recruitment. For this purpose, concepts from signalling theory, person-organisation fit and social identity were considered. Careful analysis of previous studies reveals that employer branding has an impact on an organisation's ability, not only to recruit, but also to retain, desired employees. Further, the organisations which are able to successfully project their images as potential employers of choice are bound to reap benefits in the long run.

Impact of Employer Branding on Job Engagement and Organizational Commitment in Indian IT Sector

This article seeks to empirically examine the impact of employee branding on job engagement and organizational commitment in Indian IT companies. The data was collected from 250 employees employed in various companies in Indian IT companies. Results revealed a strong positive association between employer branding and job engagement, job engagement and organizational commitment, and employer branding and organizational commitment. Further, job engagement showed a partial mediating effect on the link between employer branding and organizational commitment. This is the first empirical investigation to simultaneously examine associations among employer branding, job engagement, and organizational commitment. Practitioners could, with such knowledge, incorporate the most influential dimensions of employer branding in organizational culture.

A Study on the Impact of Employer Branding on Talent Acquisition and Retention in IT Companies

A Study on the Impact of Employer Branding on Talent Acquisition and Retention in IT Companies

A Review of Literature on Impact of Employer Branding in Talent Management

This article summaries the theoretical literature on the impact of employer branding in talent management. This topic focuses mainly on both employer branding and talent management based on the theoretical literature review which explains about the relationship between the two variable employer branding and talent management. The study concludes that the most of the research done on the employer branding and talent management are highly focused on employees of the organisation and how their talents are recognised and developed by the employers and how much the branding is affected in the time of acquisition also while retaining to the employees.

The Impact of Employer Branding and Career Growth on Talent Retention: The Mediating Role of Recruitment Practices in the Malaysian Public Sector

This paper discusses the determinants of talent retention and its relationship with employer branding, career growth and recruitment practices within the context of education, science and technology and medical sectors of the Malaysian public sector. This is due to attrition which is considered as brain drain in the Malaysian public sector. Employer branding that includes the aspects of marketing and human resource management (HRM) in the public sector is less addressed currently so it is hoped that this research will contribute to the body of knowledge. The study uses quantitative method via self-administered questionnaires and to be filled by professionals in the three sectors mentioned. The study expects the outcome of the research to contribute understanding the daterminants of talent retention in Malaysian public sector. This paper culminates with suggested future research work.