An Empirical Investigation of Drivers and Outcome of Employer Branding

Abstract

Nowadays, organizations are striving hard to become the best place to work for and the phenomena of employer branding plays a crucial role in the same. The aim of this study is to identify the drivers and outcome of employer branding from a retention perspective. The survey tool developed for this research was administered among 381 employees of Indian insurance industry. The stratified sampling method was used. The data were examined using statistical package for social sciences (SPSS) version 21.0 and analysis of moments structure (AMOS) version 20.0. The results disclosed that reward & recognition, reputation and diversity drives employer branding, which in turn decreases the turnover intention. Further, reward & recognition was found to be an important prognosticator of employer branding. Additional, it was also revealed that employer branding acted as a mediator. Since, the study was dependent on crosssectional data, therefore robust causal inferences cannot be implied. Findings expressed in this research can be accosted by academicians’ and practitioners’ in the area of human resource management, organizational behaviour, marketing and communication. Amalgamation of drivers and outcome of employer branding and again it being a mediator, in a single study is rare.