Employer Branding & ‘its impact’ on organizational performance-A comprehensive Review

Abstract

Human capital is one of the most important drivers of competitive advantage that is becoming
more and more popular in the contemporary business environment. The concept of employer
branding has become a strategic instrument that helps companies to recruit, involve, and
keep skilled staff. This paper will analyze how the employer branding contributes to employee
engagement, attraction of talents, retention of talents and performance of the organization.
The study uses a qualitative methodology that is grounded in an in-depth examination of
the current literature. Past research indicates that a good employer brand boosts employee
satisfaction, lowers turnover intention, and boosts the success of recruitment “(Backhaus
and Tikoo, 2004, Berthon et al., 2005)”. Also, the digital and sustainable employer branding is
becoming increasingly relevant in the creation of employee perceptions and organizational
reputation “(Sivertzen et al., 2013, App et al., 2012)”.
The results suggest that employer branding plays a crucial role in organizational success as
it enhances employee engagement and talent management practices. Nonetheless, the
research is restricted by secondary data and absence of empirical confirmations. The next
step of research must be quantitative analysis and cross-cultural comparisons that will serve
to prove these results.
Aims of the research:
• To examine the employer branding as a predictor of talent attraction.
• To investigate the effects of employer branding on employee engagement.
• To study the relationship between employer branding and employee retention. To assess
how organizational performance is influenced by employer branding.
• To create a theoretical model of how employer branding is related to major HR outputs.
Purpose of the study :
This research will aim to give an in-depth insight about employer branding and how it affects the
success of an organization. The research combines different aspects like employee engagement,
digital transformation, and sustainability to create a comprehensive view of employer branding.
The study has a background that is as follows:
‘’The concept of employer branding is emerged on the basis of marketing principles and only
found its way into the human resource management discipline’’. It was initially mainly centered
on recruitment but with time it has been extended to a wider idea that has an effect on the
whole life of the employee.
Preliminary research has emphasized the importance of employer branding in talent attraction
and enhancing recruitment performance. But recent studies have gone further to incorporate
employee engagement, retention and organizational performance. This trend is indicative
of the increased importance of employer branding as a strategic resource and not merely a
recruitment strategy.