Can organizational commitment be attained through employer branding dimensions: the mediating role of employee engagement

Purpose The paper conceptualizes the social exchange theory that acts as the major theoretical framework to investigate the role of employer branding dimensions on organizational commitment. This study aims to investigate the mediating role of employee engagement in the relationship between employer branding dimensions and organizational commitment, building on job-demand resource and social exchange theories. Design/methodology/approach Self-administered questionnaires were distributed and collected from employees (n = 700) working in public sector banking organizations in Northern India. Findings The results reveal that six out of seven employer branding dimensions (reputation value, social value, economic value, development value, diversity value, work-life value) are significant predictors of organizational commitment. The results also reveal a significant mediating role for employee engagement between employer branding dimensions and organizational commitment. Practical implications The results of the study provide useful insights to human resource managers on how employer branding dimensions may positively impact employee attitudes. Originality/value This study is novel for several reasons. First, it contributes to the limited literature on the relationship between employer branding dimensions and employee-related outcomes. Second, the distinct contribution of the study is the introduction of two new employer branding dimensions of ethical and corporate social responsibility values and work-life values. Finally, the study contributes to the literature by introducing employee engagement as a mediator between employer branding dimensions and organizational commitment.