Branding Yields Better Harvest: Explaining The Mediating Role of Employee Engagement in Employer Branding and Organizational Outcomes
Abstract
Employer branding is an intriguing junction of marketing and human resource management, where the positive intangible perception of the employer makes the organization a valuable. It is antecedents and outcomes have been tried and tested. However, there is a need to empirically test how employer branding lures the employees to perform well and to remain loyal to the employer. This study aimed to find the mediating impact of employee engagement between the relationships of employer branding and performance of the employees and their intention to stay in the companies. By using the structural equation model (SEM), the results revealed the full mediation role of employee engagement in between employer branding and employee performance and their intention to stay. This study implies that the bank needs to induce employees to remain engaged, as, with this, the performance and talent retention will yield.
JEL Classification: D23, M31
How to Cite:
Samo, A. H., Talreja, S., Bhatti, A. A., Asad, S. A., & Hussain, L. (2020). Branding Yields Better Harvest: Explaining The Mediating Role of Employee Engagement in Employer Branding and Organizational Outcomes. Etikonomi: Jurnal Ekonomi, 19(1), 77 – 94. https://doi.org/10.15408/etk.v19i1.12320.
Keywords
References
Ahmad, N., & Daud, S. (2016). Engaging People with Employer Branding. Procedia Economics and Finance, 35, 690–698. https://doi.org/10.1016/s2212-5671(16)00086-1.
Al Salman, W., & Hassan, Z. (2017). Impact of Effective Teamwork on Employee Performance. International Journal of Accounting and Business Management, 4(1), 76–85. https://doi.org/10.24924/ijabm/2016.04/v4.iss1/76.85.
Alagaraja, M., & Shuck, B. (2015). Exploring Organizational Alignment-Employee Engagement Linkages and Impact on Individual Performance: A Conceptual Model. Human Resource Development Review, 14(1), 17–37. https://doi.org/10.1177/ 1534484314549455
Aldousari, A. A., Robertson, A., Yajid, M. S. A., & Ahmed, Z. U. (2017). Impact of Employer Branding on Organization’s Performance. Journal of Transnational Management, 22(3). 153-170. https://doi.org/10.1080/15475778.2017.1335125
Ambler, T., & Barrow, S. (1996). The Employer Brand. Journal of Brand Management, 4(3), 185–206. https://doi.org/10.1057/bm.1996.42
Ashforth, E., & Mael, F. (1989). Social Identity Theory and The Organization. Academy of Management Review, 14(1), 20–39. https://doi.org/10.2307/258189.
Backhaus, K., & Tikoo, S. (2004). Conceptualizing and Researching Employer Branding. Career Development International, 9(5), 501–517. https://doi.org/10.1108/13620430410 550754
Barrow, S., & Mosley, R. (2011). The Employer Brand: Bringing the Best of Brand Management to People at Work. New Jersey: John Wiley & Sons.
Baruch, Y., & Peiperl, M. (2000). Career Management Practices: An Empirical Survey and Implications. Human Resource Management, 39(4), 347–366.
Bishop, J. (2002). The Recognition and Reward of Employee Performance. Journal of Labor Economics, 5(4, Part 2), S36–S56. https://doi.org/10.1086/298164
Bodderas, M., Cachelin, J. L., Maas, P., & Schlager, T. (2011). The Influence of The Employer Brand on Employee Attitudes Relevant for Service Branding: An Empirical Investigation. Journal of Services Marketing, 25(7), 497–508. https://doi.org/10.1108/ 08876041111173624
Cable, D. M., & Graham, M. E. (2000). The Determinants of Job Seekers’ Reputation Perceptions. Journal of Organizational Behavior, 21(8), 929–947. https://doi.org/10.1002 /1099-1379(200012)21:8<929::AID-JOB63>3.0.CO;2-O.
Campbell, J. P. (1990). Modeling the Performance Prediction Problem in Industrial and Organizational Psychology. In Dunnette, M. D., & Hough, L. M. (Eds). Handbook of Industrial and Organizational Psychology, 1, 687-732. Palo Alto, CA: Consulting Psychologists Press.
Camps, J., Oltra, V., Aldás-Manzano, J., Buenaventura-Vera, G., & Torres-Carballo, F. (2016). Individual Performance in Turbulent Environments: The Role of Organizational Learning Capability and Employee Flexibility. Human Resource Management, 55(3), 363-383. https://doi.org/10.1002/hrm.21741
Carrington, L. (2007). Designs on The Dotted Line. People Management. People Management, 13(21), 36–39.
Collins, C. J., & Han, J. (2004). Exploring Applicant Pool Quantity and Quality: The Effects of Early Recruitment Practice Strategies, Corporate Advertising, and Firm Reputation. Personnel Psychology, 57(3), 685–717. https://doi.org/10.1111/j.1744-6570.2004.00004.x
Cook, J., & Wall, T. (1980). New Work Attitude Measures of Trust, Organizational Commitment and Personal Need Non‐Fulfilment. Journal of Occupational Psychology, 53(1), 39–52. https://doi.org/10.1111/j.2044-8325.1980.tb00005.x
Currivan, D. B. (1999). The Causal Order of Job Satisfaction and Organizational Commitment in Models of Employee Turnover. Human Resource Management Review, 9(4), 495–524. https://doi.org/10.1016/S1053-4822(99)00031-5
Dabirian, A., Kietzmann, J., & Diba, H. (2017). A Great Place to Work!? Understanding Crowdsourced Employer Branding. Business Horizon, 60(2), 197–205. https://doi.org/10.1016/j.bushor.2016.11.005.
Davies, R. (2001). How to Boost Staff Retention. People Management, 7(8), 54–56.
Edwards, M. R. (2009). An Integrative Review of Employer Branding and OB Theory. Personnel Review, 39(1), 5-23. https://doi.org/10.1108/00483481011012809.
Elnaga, A., & Imran, A. (2013). The Effect of Training on Employee Performance. European Journal of Business and Management, 5(4), 137-147. https://doi.org/10.2991/ gecss-14.2014.90.
Fox, S., & Dinur, Y. (1988). Validity of Self‐Assessment: a Field Evalation. Personnel Psychology, 41(3), 581–592. https://doi.org/10.1111/j.1744-6570.1988.tb00645.x.
Fulmer, I. S., Gerhart, B., & Scott, K. S. (2003). Are the 100 Best Better? An Empirical Investigation of The Relationship Between Being a “Great Place to Work” and Firm Performance. Personnel Psychology, 56(4), 965-993. https://doi.org/10.1111/j.1744-6570 .2003.tb00246.x
Gilani, H., & Cunningham, L. (2017). Employer Branding and Its Influence on Employee Retention: A Literature Review. The Marketing Review, 17(2), 239–256. https://doi.org/ 10.1362/146934717x14909733966209
Hart, C. W., Heskett, J. L., & Sasser, W. E. (1990). The Profitable Art of Service Recovery. Harvard Business Review, 68(4), 148-156.
Holbeche, L., & Springett, N. (2008). In Search of Meaning at Work. Ireland: Roffey Park Institute.
Huang, X., & Liu, Y. (2010). The Employer Branding and Employee Performance. In Proceedings - 3rd International Conference on Information Management, Innovation Management and Industrial Engineering, ICIII 2010, 4, 536–538.
Hughes, J. C., & Rog, E. (2008). Talent Management: A Strategy for Improving Employee Recruitment, Retention and Engagement Within Hospitality Organizations. International Journal of Contemporary Hospitality Management, 20(7), 743–757. https:// doi.org/10.1108/09596110810899086
Iaffaldano, M. T., & Muchinsky, P. M. (1985). Job Satisfaction and Job Performance. A Meta-Analysis. Psychological Bulletin, 97(2), 251-273. https://doi.org/10.1037/0033-2909.97.2.251
Jain, N., & Bhatt, P. (2015). Employment Preferences of Job Applicants: Unfolding Employer Branding Determinants. Journal of Management Development, 34(6), 634–652. https://doi.org/10.1108/JMD-09-2013-0106.
Johari, J., Yean, T. F., Adnan, Z., Yahya, K. K., & Ahmad, M. N. (2012). Promoting Employee Intention to Stay: Do Human Resource Management Practices Matter? International Journal of Economics and Management, 6(2), 396–416.
Joo, B. K. B., & Mclean, G. N. (2006). Best Employer Studies: A Conceptual Model from a Literature Review and a Case Study. Human Resource Development Review, 5(2), 358–372. https://doi.org/10.1177/1534484306287515
Juhdi, N., Pa’wan, F., & Hansaram, R. M. K. (2013). HR Practices and Turnover Intention: The Mediating Roles of Organizational Commitment and Organizational Engagement in a Selected Region in Malaysia. International Journal of Human Resource Management, 24(15), 3002–3019. https://doi.org/10.1080/09585192.2013.763841
Kahn, W. A. (1990). Psychological Conditions of Personal Engagement and Disengagement at Work. Academy of Management Journal, 33(4), 692–724. https:// doi.org/10.2307/256287
Kapoor, V. (2010). Employer Branding : A Study of Its Relevance in India. Journal of Brand Management., 7(1), 51–75.
Kashyap, V., & Rangnekar, S. (2016). Servant Leadership, Employer Brand Perception, Trust in Leaders and Turnover Intentions: a Sequential Mediation Model. Review of Managerial Science, 10(3), 437–461. https://doi.org/10.1007/s11846-014-0152-6
Kashyap, V., & Verma, N. (2018). Linking Dimensions of Employer Branding and Turnover Intentions. International Journal of Organizational Analysis, 26(2). https://doi.org/10.1108/IJOA-03-2017-1134
Koopmans, L., Bernaards, C., Hildebrandt, V., Van Buuren, S., Van Der Beek, A. J., & de Vet, H. C. w. (2012). Development of an Individual Work Performance Questionnaire. International Journal of Productivity and Performance Management, 62(1), 6–28. https://doi.org/10.1108/17410401311285273
Lawler, E. E. (2005). Creating High Performance Organizations. Asia Pacific Journal of Human Resources, 43(1), 10–17. https://doi.org/10.1177/1038411105050304
Lee, K., Allen, N. J., Meyer, J. P., & Rhee, K. Y. (2001). The Three-Component Model of Organisational Commitment: An Application to South Korea. Applied Psychology, 50(4), 596–614. https://doi.org/10.1111/1464-0597.00075
Lloyd, S. (2002). Branding From the Inside Out. Business Review Weekly, 24(10), 64–66.
Lyons, T. F. (1971). Role Clarity, Need for Clarity, Satisfaction, Tension, and Withdrawal. Organizational Behavior and Human Performance, 6(1), 99–110. https://doi.org/10.1016/0030-5073(71)90007-9
Macey, W. H., & Schneider, B. (2008). The Meaning of Employee Engagement. Industrial and Organizational Psychology, 11, 3–30. https://doi.org/10.1111/j.1754-9434.2007. 0002.x
Matanda, M. J., & Ndubisi, N. O. (2013). Internal Marketing, Internal Branding, and Organisational Outcomes: The Moderating Role of Perceived Goal Congruence. Journal of Marketing Management, 29(9–10), 1030–1055. https://doi.org/10.1080/ 0267257X.2013.800902
Mayfield, J., & Mayfield, M. (2007). The Effects of Leader Communication on a Worker’s Intent to Stay: An Investigation Using Structural Equation Modeling. Human Performance, 20(2), 85–102. https://doi.org/10.1080/08959280701332018
Memon, M. A., Salleh, R., Nordin, S. M., Cheah, J. H., Ting, H., & Chuah, F. (2018). Person-organisation Fit and Turnover Intention: the Mediating Role of Work Engagement. Journal of Management Development, 37(3), 285–298. https://doi.org/ 10.1108/JMD-07-2017-0232
Milliman, J., Gatling, A., & Kim, J. (2018). The Effect of Workplace Spirituality on Hospitality Employee Engagement, Intention to Stay, and Service Delivery. Journal of Hospitality and Tourism Management, 35, 56-65. https://doi.org/10.1016/j.jhtm.2018. 03.002
Morrison, E. W. (1996). Organizational Citizenship Behavior as a Critical Link Between HRM Practices and Service Quality. Human Resource Management, 35(4), 493-512.
Mosley, R. W. (2007). Customer Experience, Organisational Culture and the Employer Brand. Journal of Brand Management, 15(2), 123–134. https://doi.org/10.1057/palgrave. bm.2550124.
Naim, M. F., & Lenkla, U. (2016). Knowledge Sharing as an Intervention for Gen Y Employees’ Intention to Stay. Industrial and Commercial Training, 48(3), 142-148. https://doi.org/10.1108/ICT-01-2015-0011.
Parker, S. K., & Griffin, M. A. (2011). Understanding Active Psychological States: Embedding Engagement in a Wider Nomological Net and Closer Attention to Performance. European Journal of Work and Organizational Psychology, 20(1), 60–67. https://doi.org/10.1080/1359432X.2010.532869
Peng, J. C., Lee, Y. L., & Tseng, M. M. (2014). Person-Organization Fit and Turnover Intention: Exploring The Mediating Effect of Work Engagement and The Moderating Effect of Demand-Ability Fit. Journal of Nursing Research, 22(1), 1–11.
Pratt, M. G., & Foreman, P. O. (2000). Classifying Managerial Responses to Multiple Organizational Identities. Academy of Management Review, 25(1), 18–42. https://doi.org/10.5465/AMR.2000.2791601
Ramamoorthy, N., Flood, P. C., Slattery, T., & Sardessai, R. (2005). Determinants of Innovative Work Behaviour: Development and Test of an Integrated Model. Creativity and Innovation Management, 14(2), 142–150. https://doi.org/10.1111/j.1467-8691.2005.00334.x
Rego, A., & Cunha, M. P. e. (2008). Authentizotic Climates and Employee Happiness: Pathways to Individual Performance? Journal of Business Research, 61(7), 739–752. https://doi.org/10.1016/j.jbusres.2007.08.003.
Rich, B. L., Lepine, J. A., & Crawford, E. R. (2010). Job engagement: Antecedents and effects on job performance. Academy of Management Journal, 53(3), 617–635. https://doi.org/10.5465/amj.2010.51468988
Riordan, C. M., Gatewood, R. D., & Barnes Bill, J. (1997). Corporate Image: Employee Reactions and Implications for Managing Corporate Social Performance. Journal of Business Ethics, 16(4), 401–412. https://doi.org/10.1023/A:1017989205184
Robert, G., & Hockey, J. (1997). Compensatory Control in The Regulation of Human Performance Under Stress and High Workload: A Cognitive-energetical Famework. Biological Psychology, 45, 73–93. https://doi.org/10.1016/S0301-0511(96)05223-4
Rosenbaum, J. E. (1989). Organization Career Systems and Employee Misperceptions. In Arthur, M., Hall, D. T., & Lawrence, B. S Handbook of Career Theory, 329–353. Cambridge: Cambridge University Press.
Rosethorn, H. (2009). The Employer Brand: Keeping Faith with the Deal. Surrey, England: Gower Publishing Ltd.
Rothbard, N. P. (2001). Enriching or Depleting? The Dynamics of Engagement in Work and Family Roles. Administrative Science Quarterly, 46(4), 655-684. https://doi.org/ 10.2307/3094827
Rotundo, M., & Sackett, P R. (2002). The Relative Importance of Task, Citizenship, and Counterproductive Performance to Global Ratings of Job Performance: a Policy-Capturing Approach. The Journal of Applied Psychology, 87(1), 66-80. https://doi.org/10.1037/0021-9010. 87.1.66
Ryan, A. M., Schmit, M. J., & Johnson, R. (2006). Attitudes and Effectiveness: Examining Relations At an Organizational Level. Personnel Psychology, 49(4), 853–882. https://doi.org/10.1111/j.1744-6570.1996.tb02452.x
Sahin, F., & Robinson, E. P. (2007). Flow Coordination and Information Sharing in Supply Chains: Review, Implications, and Directions for Future Research. Decision Sciences, 33(4), 505–536. https://doi.org/10.1111/j.1540-5915.2002.tb01654.x
Saks, A. M. (2006). Antecedents and Consequences of Employee Engagement. Journal of Managerial Psychology, 21(7), 600-619. https://doi.org/10.1108/02683940610690169
Saks, A. M. (2011). Workplace Spirituality and Employee Engagement. Journal of Management, Spirituality and Religion, 8(4), 317-340. https://doi.org/10.1080/14766086. 2011.630170
Schaufeli, W. B., & Bakker, A. B. (2004). Job Demands, Job Resources, and Their Relationship with Burnout and Engagement: A Multi-Sample Study. Journal of Organizational Behavior, 25(3), 293–315. https://doi.org/10.1002/job.248
Shahzadi, I., Javed, A., Pirzada, S. S., Nasreen, S., & Khanam, F. (2014). Impact of Motivation on Employee Performance. European Journal of Business and Management, 6(23), 159–166. https://doi.org/10.24924/ijabm/2016.04/v4.iss1/76.85
Shuck, B., Reio, T. G., & Rocco, T. S. (2011). Employee Engagement: An Examination of Antecedent and Outcome Variables. Human Resource Development International, 14(4), 427-445. https://doi.org/10.1080/13678868.2011.601587
Shuck, B., & Wollard, K. (2010). Employee Engagement and HRD: A Seminal Review of the Foundations. Human Resource Development Review, 9(1), 89-110. https://doi.org/ 10.1177/1534484309353560
Sivertzen, A. M., Nilsen, E. R., & Olafsen, A. H. (2013). Employer Branding: Employer Attractiveness and The Use of Social Media. Journal of Product and Brand Management, 22(7), 473–483. https://doi.org/10.1108/JPBM-09-2013-0393
Sokro, E. (2012). Impact of Employer Branding on Attraction and Retention. European Journal of Business and Management, 4(18), 164-173.
Sun, L., & Bunchapattanasakda, C. (2019). Employee Engagement: A Literature Review. International Journal of Human Resource Studies. https://doi.org/10.5296/ijhrs.v9i1.14167
Tanwar, K., & Prasad, A. (2016). Exploring the Relationship Between Employer Branding and Employee Retention. Global Buisness Review, 17(3), 186S-206S. https://doi.org/ 10.1177/0972150916631214.
Tatar, B., & Ergun, H. S. (2018). Employer Branding and Employee Attitudes: Mediating Role of Person-Organization Fit. Pressacademia, 5(2), 110–120. https://doi.org/ 10.17261/pressacademia.2018.830
Tett, R. P., & Meyer, J. P. (1993). Job Satisfaction, Organizational Commitment, Turnover Intention, and Turnover: Path Analysis Based on Meta-Analytic Findings. Personnel Psychology, 46(2), 259–293. https://doi.org/10.1111/j.1744-6570.1993.tb00874.x
Truss, C., Gatenby, M., Rees, C., Soane, E. C., & Alfes, K. (2013). The Relationship Between Line Manager Behavior, Perceived HRM Practices, and Individual Performance: Examining the Mediating Role of Engagement. Human Resource Management, 52(6), 839–859. https://doi.org/10.1002/hrm.21512
Vale, F. (2011). A Measurement of Employee Engagement using the Gallup Q12 Workplace Audit. (Unpublished Thesis). Dublin: National College of Ireland.
Van Dick, R., Christ, O., Stellmacher, J., Wagner, U., Ahlswede, O., Grubba, C., … Tissington, P. A. (2004). Should I stay or should I go? Explaining turnover intentions with Organizational Identification and Job Satisfaction. British Journal of Management, 14(4), 351–360. https://doi.org/10.1111/j.1467-8551.2004.00424.x
Verma, D., & Ahmad, A. (2016). Employer Branding: The Solution to Create Talented Workforce. IUP Journal of Brand Management, 13(1), 42–56.
Williams, L. J., & Anderson, S. E. (1991). Job Satisfaction and Organizational Commitment as Predictors of Organizational Citizenship and In-Role Behaviors. Journal of Management, 17(3), 601–617. https://doi.org/10.1177/014920639101700305
DOI: 10.15408/etk.v19i1.12320
Refbacks
- There are currently no refbacks.
Copyright (c) 2020 ETIKONOMI
