THE ROLE OF EMPLOYER BRANDING IN IMPROVING EMPLOYEE PERFORMANCE IN VIETNAM ENTERPRISES

Abstract

This study delves into the impact of employer branding on employee performance, a factor of the current employee. Research method used is mixed methods with PLS-SEM. 937-observation sample was surveyed through questionnaires directly from employees working for 37 companies and organizations in Vietnam. Employer branding has been demonstrated to have positive effect with weak impact on employee performance. This result is valuable as a new research direction of employer branding for current employees. Concurrently, it contributes as an additional new solution for employee performance in enterprises.