Role of Employee Engagement Mediating Employee Branding and Organizational Commitment and Its Impact on It Industry

J. Saranya and A. Anbu ()
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J. Saranya: SRM Institute of Science and Technology, Faculty of Management
A. Anbu: SRM Institute of Science and Technology, Faculty of Management

A chapter in Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024), 2024, pp 227-243 from Springer

Abstract: Abstract In many organisations today, Employee branding is becoming an essential part of talent management and communications strategies because people are the company’s most valuable intangible asset. Many businesses systematically and proactively conduct employer branding programmes targeted at their current and possible future employees in order to attract, recruit, and retain qualified workers. This can be difficult for the IT sector because their marketing and HR departments lack well-established procedures, which may lower employee engagement. The objective of this article is to examine the five elements of employee branding that impact employee engagement and organizational commitment. The data was collected from 199 respondents and the analysis were done by SPSS and AMOS. Employer branding has several advantages, such as enhancing the company’s reputation with consumers, enhancing its financial results, giving it a competitive edge in the market, and fostering a positive workplace culture and atmosphere. All of these factors eventually lead to higher employee commitment and engagement. Hence it concludes that five dimensions of Employees Branding are positively influenced on Organizational Commitment which is mediated by Employee Engagement.

Keywords: Employees Branding; Employee Engagement; Organizational Commitment (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-433-4_17

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DOI: 10.2991/978-94-6463-433-4_17

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