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Assessing Impact of Employer Branding on Job Engagement: A Study of Banking Sector

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  • Geeta Rana
  • Ravindra Sharma

Abstract

The purpose of this study is to investigate the impact of employer branding practices on job engagement in banking sector of Uttarakhand. Further, based on the existing literature, only five employer branding practices (interest value, social value, development value, application, and economic value) which are widely accepted in banking sector has selected for present study. By using convenience sampling, data were collected from 245 employees, who are working in the banks in Uttarakhand districts. EFA, CFA, and SEM statistical techniques were used to analyze the data. Further, reliability and validity tests were also performed. Findings of this study revealed that employer branding practices such as interest value, social value, development value, and economic value positively affect the job engagement. When employees perceive the workplace as interesting, socially supportive, and filled with creative value, they undergo growth and advancement which develop employee confidence and satisfaction; further, they are simultaneously engaged with their jobs. The study is cross-sectional in nature and only focus on job engagement. For future research, employee’s level of commitment and organizational attractiveness need to be explored. This study is highly beneficial for employees, corporate practitioners, academicians and researchers for guidelines and policies implementations of employer branding practices.

Suggested Citation

  • Geeta Rana & Ravindra Sharma, 2019. "Assessing Impact of Employer Branding on Job Engagement: A Study of Banking Sector," Emerging Economy Studies, International Management Institute, vol. 5(1), pages 7-21, May.
    • Handle: RePEc:sae:emecst:v:5:y:2019:i:1:p:7-21
    DOI: 10.1177/2394901519825543
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    References listed on IDEAS

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    1. Michelle Wallace & Ian Lings & Roslyn Cameron & Neroli Sheldon, 2014. "Attracting and Retaining Staff: The Role of Branding and Industry Image," Springer Books, in: Roger Harris & Tom Short (ed.), Workforce Development, edition 127, chapter 2, pages 19-36, Springer.
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    Cited by:

    1. Nawab Ali Khan & Shubhangi Bharadwaj & Aaisha Khatoon & Mohd Tariq Jamal, 2021. "Assessing the Nexus Between Employer Branding and Employee Retention: Moderating Role of Organizational Identification," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 46(4), pages 379-398, November.
    2. Waly Andini Marseno & Muafi Muafi, 2021. "The effects of work-life balance and emotional intelligence on organizational commitment mediated by work engagement," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 3(2), pages 01-15, April.

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