Impact of Employer Branding On Employee Loyalty – An Agenda for Enquiry
Keywords:
Employer branding, employee loyalty, competition, skilled workers.Abstract
The growing competitiveness between businesses in the industry is being fuelled by the shortage of talent and the increased need for highly qualified workers. Attracting and retaining skilled workers has become top-most priority of the organizations across the industry as skilled workers often help organizations achieve sustainable competitive advantage. Employer branding is often referred to the process of establishing and upholding a favourable perception of a business as a desirable place to work with the aim of attracting and retaining top talent. Employee loyalty refers to the level of commitment and attachment an employee has to their organization. The outcomes of employee loyalty are numerous and can positively impact both the individual employee and the organization. The present research study aims at building and presenting a conceptual model elucidating the impact of employer branding on employee loyalty.
References
Ahmad, N., & Daud, S. (2016). Engaging People with Employer Branding. Procedia Economics and Finance, 35, 690-98.
Ambler, T., & Barrow , S. (1996). The employer brand. Journal of Brand Management, 43, 185–206.
Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career development international. Career Development International, 9(5), 501-517.
Benraïss-Noailles, L., & Viot, C. (2021). Employer brand equity effects on employees well-being and loyalty. Journal of Business Research, 126, 605–613.
Biswas, M. K., & Suar, D. (2014). Antecedents and consequences of employer branding. Journal of Business Ethics, 136(1), 57–72.
Collins, J. (2001). Good to Great: Why Some Companies Make the Leap and Others Don’t. Harper Business.
Conference Board (2001). Engaging Employees through Your Brand. The Conference Board, New York, NY.
Hadi, N., & Ahmed, S. (2018). Role of employer branding dimensions on employee retention: Evidence from educational sector. Administrative Sciences, 8(44), 1–15.
Rampl, Viktoria L., & Kenning, P. (2014). Employer brand trust and affect: linking brand personality to employer brand attractiveness. European Journal of Marketing, 48(1/2), 218-236.
Tanwar, K., & Prasad, A. (2022). The Effect of Employer Brand Dimensions on Job Satisfaction: Gender as a Moderator. Management Decision, 54, 854-886.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
