How Employer Branding Strategies Improve Employee Engagement And Organizational Performance

Abstract

Attracting and retaining valuable human resources has emerged as a primary source of competitive advantage in today’s dynamic business landscape. An engaged workforce contributes significantly to the success of the organisation. Consequently, employers strategically decide on attracting, retaining and engaging talent, commonly known as employer branding. Against this backdrop, the present study investigates the impact of employer branding strategies on employee engagement and organizational performance in the Indian IT sector. The structural model is analyzed using SEM-PLS software. The results indicate that employer branding has a significant positive impact on employee engagement and organizational performance. Further, employee engagement mediates the employer branding and organizational performance relationship.