Engaging Employees Through Employer Brand: An Empirical Evidence

Practitioners and academicians are of the view that an engaged workforce is essential to attain competitive advantage. The role of employee engagement is even more critical in the service sector, as the organization’s success depends on effective service delivery by the employees who present themselves as brand ambassadors. Consequently, employers need to make strategic decisions to attract, retain and engage talent. This strategy is termed as employer branding. The objective of this study is to investigate the relationship between employer brand and two types of employee engagement, that is, job and organization engagement. A survey of 213 employees was conducted in the telecom sector in Jammu circle. Results of regression analysis indicate that all dimensions of employer brand (i.e. application, economic, interest, development and social value), except development value have a significant impact on job engagement and for organization engagement, all the dimensions except application value were significantly and positively associated. Furthermore, it was observed that dimensions of employer brand are more strongly associated with job engagement than organization engagement. The sample used for research is limited to employees in Jammu circle. Hence, the results might not be the same if samples are chosen from other geographical areas.