THE MEDIATING ROLE OF EMPLOYER BRANDING BETWEEN EMPLOYEE SATISFACTION AND TALENT MANAGEMENT
Download| Volume 15 Issue 2 2019 | |
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| Author(s): |
Kaenat Malik
Prof. Dr. Tariq Jalees
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| Abstract | In today’s competitive world, it has become difficult for organizations to manage and attract a talented workforce. Given this most firms are using employer branding strategies to attract and retain employees. Given its importance, we have developed a new conceptual framework that has five direct hypotheses and three indirect hypotheses. We have collected data from 400 faculty members of the leading business institutes of Karachi. The questionnaire was adapted from the earlier established scales. Smart PLS 3.2 was used for data analysis. This study found that it is important for firms to forego old HR practices and adopt employer branding. The HR manager in the present era is required to spend considerable time building the image of the firms by interacting with all the stakeholders of the firms. A strong brand image is not only attractive to new employees but also enhances the job satisfaction level of the existing employees. Employers' branding promotes a conducive environment due to which employees’ satisfaction level increases but they also develop a sustainable relationship with firms. Thus both the employees and employers benefit from it. |
| Keywords | Employer branding, employee attraction, employee satisfaction, CSR and talent management. |
| Year | 2019 |
| Volume | 15 |
| Issue | 2 |
| Type | Full Length Paper |
| Recognized by | Higher Education Commission of Pakistan, HEC | Category | "Y" | Journal Name | IBT Journal of Business Studies | Publisher Name | ILMA University | Jel Classification | E24, E27, M51 | DOI | http://dx.doi.org/10.46745/ilma.jbs.2019.15.02.06 | ISSN no (E, Electronic) | 2409-6520 | ISSN no (P, Print) | 2416-8393 | Country | Pakistan | City | Karachi | Institution Type | University | Journal Type | Open Access | Type of Review | Double Blind Peer Reviewed | Format | Paper Link | http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/15.2/6.pdf | Page | 75-94 | References | Aaker, D. A. (1984). How to select a business strategy. California Management Review, 26(3), 167-175. Aguilera, R., Rupp, D. E., Williams, C. A., & Ganapathi, J. (2007). Putting the s back in corporate social responsibility: A multilevel theory of social change in organizations. Academy of Management Review, 32(3), 836-863. Albinger, H. S. & Freeman, S. J. (2000). 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