Perceived Employer Branding, Employee Engagement and Employee Outcomes: A Proposed Mediation Model

Abstract

This paper develops a conceptual framework to understand the relationship between perceived employer branding, employee engagement, and desirable attitudinal and behavioural outcomes. This conceptual framework proposes employee engagement as a mediator between perceived employer branding and different attitudes and behaviours such as job satisfaction, organisational commitment, turnover intention, task performance, and organisational citizenship behaviour in accordance with social exchange theory and the job-demand resources model. The paper expanded the research on employer branding by presenting a comprehensive framework incorporating engagement as a mediator between perceived employer branding and several new outcome variables, namely, job satisfaction, turnover intention, and task performance. With this comprehensive conceptual framework, a foundation has been laid for future researchers to verify the relationship between these constructs empirically. Further, implications have been suggested for organisations in designing their human resource policies and practices.