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Branding Yields Better Harvest: Explaining The Mediating Role of Employee Engagement in Employer Branding and Organizational Outcomes

Asif Hussain Samo, Suman Talreja, Azeem Akhtar Bhatti, Syeda Aisha Asad, Laiba Hussain
2020 Etikonomi  
Employer branding is an intriguing junction of marketing and human resource management, where the positive intangible perception of the employer makes the organization a valuable and sort out the brand to look. It is antecedents and outcomes have been tried and tested; however, there is a need to empirically test how employer branding lure the employees to perform well and to remain loyal to the employer. This study aimed to find the mediating impact of employee engagement between the
more » ... tween the relationships of employer branding and performance of the employees and their intention to stay in the organization. By using the structural equation model (SEM), the results revealed the full mediation role of employee engagement in between employer branding and employee performance and their intention to stay. The study has organizational implications for the banks, as they need to not only develop their soft image as favorable employers abut also induce employees to remain engaged, as, with this, the performance and talent retention will yield.JEL Classification: D23, M31
doi:10.15408/etk.v19i1.12320 fatcat:rzfbtk363jg3jacc725htuogcm