Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)

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Role of Employee Engagement Mediating Employee Branding and Organizational Commitment and Its Impact on It Industry

Authors
J. Saranya1, A. Anbu1, *
1Faculty of Management, SRM Institute of Science and Technology, Kattankulathur, Tamil Nadu, 603203, India
*Corresponding author. Email: anbua@srmist.edu.in
Corresponding Author
A. Anbu
Available Online 3 June 2024.
DOI
10.2991/978-94-6463-433-4_17How to use a DOI?
Keywords
Employees Branding; Employee Engagement; Organizational Commitment
Abstract

In many organisations today, Employee branding is becoming an essential part of talent management and communications strategies because people are the company’s most valuable intangible asset. Many businesses systematically and proactively conduct employer branding programmes targeted at their current and possible future employees in order to attract, recruit, and retain qualified workers. This can be difficult for the IT sector because their marketing and HR departments lack well-established procedures, which may lower employee engagement. The objective of this article is to examine the five elements of employee branding that impact employee engagement and organizational commitment. The data was collected from 199 respondents and the analysis were done by SPSS and AMOS. Employer branding has several advantages, such as enhancing the company’s reputation with consumers, enhancing its financial results, giving it a competitive edge in the market, and fostering a positive workplace culture and atmosphere. All of these factors eventually lead to higher employee commitment and engagement. Hence it concludes that five dimensions of Employees Branding are positively influenced on Organizational Commitment which is mediated by Employee Engagement.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
3 June 2024
ISBN
978-94-6463-433-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-433-4_17How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - J. Saranya
AU  - A. Anbu
PY  - 2024
DA  - 2024/06/03
TI  - Role of Employee Engagement Mediating Employee Branding and Organizational Commitment and Its Impact on It Industry
BT  - Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)
PB  - Atlantis Press
SP  - 227
EP  - 243
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-433-4_17
DO  - 10.2991/978-94-6463-433-4_17
ID  - Saranya2024
ER  -