Impact of Employer Branding on Job Satisfaction: A Conceptual Framework

Purpose: Over the years, organisations have gained an immense realisation that employees are their biggest source of competitive advantage. Apart from attracting, recruiting, and selecting the best employees, organisations need to find ways to motivate and retain them as well. To do so, they need to cater to the needs of both current and prospective employees. The aim of the study is to provide a comprehensive review of the concept of employer branding and its relationship with job satisfaction.

Research Method: The study reviewed empirical papers, review studies, and conference papers published in peer reviewed journals that are indexed in various databases related to employer branding and job satisfaction.

Findings: The findings of the study reveal that employer branding involves all the strategies that an organisation undertakes in order to elevate its reputation in the eyes of its current employees by virtue of its unique employee value proposition and also create a positive image in the minds of their prospective employees by highlighting various monetary and non-monetary benefits for getting associated with the brand. Also, organisation in their quest to attract and retain talented workforce have realised the importance of employer branding. The study also reveals that when employers prioritize meeting employee expectations, such as offering career advancement prospects and equitable remuneration, while still satisfying their own commitments, it fosters a sense of fairness and trust that eventually results in job satisfaction.

Implications: The study offers practical implications for organisations and human resource professionals. The organisations should reflect on the expectations of the workforce in order to foster a sense of belonging among the employees and increase job satisfaction. These expectations may be related to work-life balance, career development opportunities, an inclusive work culture, fair compensations, recognition and appreciation for their efforts.

Originality: The study emphasises the crucial role of employer branding and its various dimensions on employee job satisfaction in organisations as well as in higher educational institutions. Further, different empirical studies can use the developed conceptual framework to examine the relationship between employer branding and job satisfaction.