From value congruence to employer brand: Impact on organizational identification and word of mouth

The war for talent has led organizations to develop a strong employer brand to attract and retain skilled employees. Few studies have examined the antecedents and consequences of the internal employer brand. We focus on (i) the influence of employee‐organization values congruence on the employee's perception of the employer brand and (ii) the influence of the employer brand on organizational identification and positive word of mouth vis‐à‐vis the employer. Results from a survey of 308 employees show that the employer brand fully mediates the relationship between values congruence and organizational identification and positive word of mouth. These results give rise to theoretical and managerial implications in terms of employer branding.