Title: IS IT BENEFICIAL FOR ORGANIZATION TO EMPLOY BRANDING INTERNALLY? A STUDY TOWARD ENHANCING THE EMPLOYEE PERFORMANCE
Authors:
Basma Alaaeldin, Talaat Asaad, Mohamed Khshan and Ahmed Y.Ebeid
Abstract:
This study aims at investigating the direct and indirect effects of employer branding on employee performance through employee engagement for telecommunication companies’ employees in Egypt. This research adopts a quantitative method as a research methodology. Hence, data were gathered from 365 telecommunication companies’ employees in Egypt. The software (Warp PLS 7.0) was applied to test the research hypotheses. The study findings showed that the dimensions of employer branding namely, healthy work environment, training and development, work-life balance, ethics and corporate social responsibility and compensation and benefits have a significant direct positive effect on employee performance. Moreover, employer branding has a direct positive effect on employee engagement. Additionally, the results showed that employee engagement has a direct and significant positive effect on employee performance. Moreover, the results also showed that employee engagement partially mediates the relationship between employer branding and employee performance. Finally, theoretical and practical implications were presented.
Keywords: Employer Branding, Employee Performance, Employee Engagement.
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