Employer Brand Image as Predictor of Employee Satisfaction, Affective Commitment & Turnover
Published: 2011
Author(s) Name: Pushpendra Priyadarshi
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Abstract
The race for an employer to be
seen differently has only intensified
in recent years mainly due to
the availability of multiple opportunities
and scarcity of good
quality talent in the emerging
markets. Employer branding is
fast emerging a potential tool not
only to communicate the potential
employees but also to the existing
employees that the value
proposition of the current employer
supersedes their competitors.
Participated by 240 executives
from various organsiations
the study shows the importance of
managing employer brand image
for existing employees through
highlighting the difference between
the existing and preferred
levels of employer attributes. It
further highlights the relationship
between employer brand attributes
and job related attitudes
showing how these attributes impact
them.
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