Do employees benefit from employer branding strategy? The mediator role of affective commitment
Keywords:employer brand, strategic human resource management, , organizational culture, training and development, reputation, job satisfaction, affective commitment
Background: The modern business environment has caused a radical changes in all human resource management activities. In order to retain a competent and talented workforce, business organizations should manage job satisfaction, which imposes the need for a well–designed and implemented human resource management strategy.
Purpose: This study aims to examine the role of affective commitment as a mediator in the relationships between employer brand values and job satisfaction.
Study design/methodology/approach: Empirical research was carried out on a sample of managers from 146 enterprises in the Republic of Serbia, and data was collected using a questionnaire technique. After implementing descriptive and correlation analysis, we used simple and multiple regression to examine the mediator effects, and the Sobel Z test.
Findings/conclusions: Our findings present empirical evidence on the mediating effects of affective commitment in the previously listed relationships.
Limitations/future research: There are just three values relevant to the development of an employer branding strategy included in the study and this is acknowledged as a limitation. According to the models available in the literature, further research will contain other relevant components of the employer brand.
Copyright (c) 2023 Marko Slavkovic, Marija Mirić
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.