The impact of employee engagement, organisational support and employer branding on internal communication satisfaction

Managing the Psychological Contract: Using the Personal Deal to Increase Business Performance

The study aims to explore the relationship between the employer branding (EB) dimension of corporate social responsibility (CSR) and employee retention (ER) while testing for organizational identification (OI) as a mediator, within a single framework.,The study is cross-sectional, and the data were collected from 126 employees working in the Indian information technology (IT) companies. Regression technique and PROCESS macro were deployed to analyze the data.,The findings asserted that, first, the EB dimension of CSR influences ER. Second, CSR significantly affected OI and was found to be a strong predictor of ER. Third, the relationship between CSR and ER is mediated by OI.,Organizations should embed ethical stance in their policies, practices and procedures to retain a skilled workforce. Further, CSR as an EB dimension, while being imperative for improving employee-related outcomes, does not necessarily help to enhance retention of employees unless the employees build a strong identity with their work organization.,The study connotes that organizations should be more socially responsible for achieving better employer status among various stakeholders. A well-designed strategy pertaining to CSR may increase the reputation of an employer as an attractive place to work for current and prospective employees.,The paper examined CSR as an important attribute of employer branding for retaining competent employees in the Indian setting; studies on CSR as an EB dimension are limited. The results focus on embracing socially responsible behavior of organizations and on examining the role of OI as a mediating variable.

Analyzing the mediating effect of organizational identification on the relationship between CSR employer branding and employee retention

This paper aims to extend employer branding research by investigating the role of job satisfaction and organizational identification as predictors of employee retention, and their mediating role between employer branding and employee retention.,A cross-sectional survey is utilized to gather data from 352 employees working in top Indian IT organizations. Hypotheses were tested and analyzed utilizing SPSS PROCESS Macro.,The results reveal that employer branding is positively related to job satisfaction, organizational identification and employee retention. The analysis provides support for the mediating effects on employee retention of employer branding through job satisfaction and organizational identification. In addition, results also provide support for the serial mediation model, where employer branding was found to influence employee retention via job satisfaction and organizational identification in a sequential manner. The findings connote that the enhanced positive identity of satisfied employees suppresses the intention to leave among IT professionals.,The findings suggest that an employer branding strategy with a unique set of attributes can provide a competitive advantage to employers in terms of high retention levels. The findings also highlight the fact that the importance of employer branding strategy should not be merely confined to the issue of retention as it can also play a vital role in enhancing job satisfaction and employees' identification level. Hence, managers are required to devise an employer branding strategy with a long-term intent that focuses on gaining a competitive advantage and aiming to improve relationships with employees.,The researchers have enriched social identity and social exchange theory as a theoretical paradigm, examining antecedents of employee retention. The study has extended the foregoing direct or simple mediation models by integrating social identity theory and job satisfaction in a sequential mediation model.

Unbundling employer branding, job satisfaction, organizational identification and employee retention: a sequential mediation analysis

In this article, we first examine the role of perceived credibility of three information sources—customer reviews, employee testimonials and corporate communication in influencing a job seeker’s in...

Information Source Credibility and Job Seekers’ Intention to Apply: The Mediating Role of Brands:

In the ever-changing business environment and fluctuating expectations of current generation from its employer, employer branding has become an important tool for organizations to establish themsel...

https://journals.sagepub.com/doi/pdf/10.1177/0972150917713897

Ruchika

Papers

Untapped Relationship between Employer Branding, Anticipatory Psychological Contract and Intent to Join: