Employer Branding on the creation of Anticipatory Psychological Contract

2022 ◽  
Vol 15 (2) ◽  
pp. 1
Author(s):  
Aashmi Gailani ◽  
Santosh Basavaraj ◽  
Ramanath HR
Keyword(s):  
Psychological Contract ◽  
Employer Branding ◽  
The Creation

Employer branding and psychological contract in family and non-family firms

2020 ◽  
Author(s):  
Duarte Pimentel
Keyword(s):  
Empirical Evidence ◽  
Psychological Contract ◽  
Family Firms ◽  
Positive Impact ◽  
Family Businesses ◽  
Employer Branding ◽  
Privately Owned

This study compares the perceptions of employer branding and psychological contract levels of employees of family and non-family firms. Specifically, to better understand the dynamics of family businesses, we assess the extent to which employer branding perceptions have an impact on the employees' psychological contract levels. The empirical evidence is provided by a sample of 165 Portuguese employees (76 from family businesses and 89 from non-family businesses), working in small and medium-sized privately-owned companies. The results confirmed the research hypotheses, suggesting that employees of family companies have higher perceptions of employer branding and psychological contract levels than those of employees of non-family companies, also revealing that employer branding has a positive impact on the psychological contract levels of family firm’s employees.

The influence of employer rankings, employment experience, and employee characteristics on employer branding as an employer of choice

2019 ◽  
Vol 24 (7) ◽  
pp. 636-657 ◽  
Author(s):  
Gordhan K. Saini ◽  
I.M. Jawahar
Keyword(s):  
Psychological Contract ◽  
Full Time ◽  
Job Seekers ◽  
Employer Branding ◽  
Important Indicator ◽  
Content Type ◽  
Part Time ◽  
Employment Experience ◽  
Employee Characteristics ◽  
Employer Of Choice

Purpose Drawing on the psychological contract theory and signaling theory, the purpose of this paper is twofold: first, to examine the effect of employer rankings and employment experience on employee recommendation of an employer as an employer of choice and second, to examine whether these effects vary by employee characteristics (i.e. full-time vs part-time, current vs former and newcomers vs established employees). Design/methodology/approach The authors used multilevel logistic regression on a sample of 39,010 Glassdoor employee reviews, drawn from the companies for which three-year employer rankings (from 2015 to 2017) were available, to achieve our research objectives. Findings The results show that employment experience influenced employees’ recommendation of an employer as an employer of choice. The average standardized rankings for three years (i.e. 2015–2017) was also associated with employees’ recommendation of an employer as an employer of choice. Employee characteristics such as employment type (i.e. full-time vs part-time), employment status (i.e. current vs former) and tenure significantly interacted with employment experience in affecting recommendations of a company as an employer of choice. Originality/value In contrast to the bulk of the research on employer branding that relied on job seekers, the authors studied factors that influence employees’ recommendation of an employer as an employer of choice, arguably the most important indicator of employer internal brand strength. The results offer fresh theoretical and practical insights in an area where research lags far behind practice.

Relationship between integrated communication effectiveness and employee-based brand equity – mediating role of psychological contract fulfillment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
R. Deepa ◽  
Rupashree Baral
Keyword(s):  
Social Exchange ◽  
Brand Equity ◽  
Psychological Contract ◽  
Social Exchange Theory ◽  
Communication Effectiveness ◽  
Value Proposition ◽  
Employer Branding ◽  
Content Type ◽  
Psychological Contract Fulfillment ◽  
Integrated Communication

Purpose This study aims to expand the emerging body of literature on employer branding from the current employee perspective. It proposes that effective integrated communication helps an organization fulfill its employer value proposition or employment value proposition (EVP). A firm that fulfills its brand promise in terms of EVP will derive employee-based brand equity (EBBE) benefits. Integrated communication is effective when employees experience coordination and consistency in brand communication. This influences their perception of psychological contract fulfillment (in terms of EVP attributes), which results in positive employee behavior in the form of EBBE benefits. Design/methodology/approach The study draws insights from the signaling theory and psychological contract literature which is based on the social exchange theory. The literature on integrated communication, employer branding and internal branding was reviewed to propose the relationships between the variables of interest. Data was collected using a questionnaire survey on 520 employees from the information technology (IT)-business process management industry in India, which is a customer-oriented industry known for its exemplary employer practices. Findings The findings suggest that integrated communication effectiveness impacts the perceived fulfillment of EVP attributes and EBBE. Again, the fulfillment of the relational value dimension of EVP attributes partially mediates the relationship between integrated communication effectiveness and EBBE. Originality/value This study is one of the first to explore employees’ perception of integrated communication effectiveness and fulfillment in terms of EVP attributes as antecedents to EBBE.

HRD indicators and branding practices: a viewpoint on the employer brand building process

2020 ◽  
Vol 44 (6/7) ◽  
pp. 675-694
Author(s):  
Urmila Itam ◽  
Siddharth Misra ◽  
Heena Anjum
Keyword(s):  
Human Resource Development ◽  
Psychological Contract ◽  
Communication Systems ◽  
Structured Interview ◽  
Management Approach ◽  
Employer Branding ◽  
Content Type ◽  
Brand Building ◽  
Building Process ◽  
Employer Brand

Purpose The concept of employer branding has drawn the attention of both academicians and practitioners over a decade. However, inaction, the objective of the employer brand managers were hardly tapped. Therefore, this paper aims to explore the views of HR manager on employer branding activities and its implementation. Design/methodology/approach This study is a case research of three multinational companies in India. A semi-structured interview method has been adopted to collect the data and a content analysis technique was used for analyzing the data into identified themes. Findings The HR managers of the studied company were discussed with multiple activities related to employer branding practice and implementation in their workplace. The key observations and discussions from the interviews were themed after the analysis as meaningfulness and visibility, employer brand awareness and differentiator and human resource development (HRD) parameters. Research limitations/implications The combined effect of branding theories and HRD practices will establish the most attractive and successful employer brand building process in place. Involving the potential and existing employees in the psychological contract formation; consistency among the internal and external communication systems; and top management approach with the brand highlighted the need for research and theory development in employment branding. Practical implications Communication breakdown, strategic mismatch, long-term disconnects and sustained success are the strategic concerns that every company who believe in the idea of employer branding may face and need to well-handled. Originality/value The study concluded with the belief of the human resources managers from all the three organizations as stated – adopting a community based strategic approach to the organization’s brand and clear about what the employer brand stand across the employment lifecycle drives businesses into success.

scholarly journals Employer branding and psychological contract in family and non-family firmsEmployer branding e contrato psicológico em empresas familiares e não familiaresEmployer branding y contrato psicológico en empresas familiares y no familiares

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Duarte Pimentel ◽  
Pedro Almeida ◽  
Pedro Marques-Quinteiro ◽  
Marta Sousa
Keyword(s):  
Empirical Evidence ◽  
Psychological Contract ◽  
Design Methodology ◽  
Family Firms ◽  
Employer Branding ◽  
Private Companies ◽  
Content Type ◽  
The Family ◽  
The Relationship

Purpose The purpose of this paper is to assess differences between employees of family and non-family firms regarding their perceptions of employer branding and psychological contract levels. Moreover, focusing on family firms, the authors assess the relation between the employees’ perceptions of employer branding and the psychological contract levels. Design/methodology/approach The empirical evidence is provided by a sample of 165 Portuguese employees, 76 employees of family firms and 89 non-family firms’ employees, who responded to a questionnaire that included employer branding and psychological contract measures. All respondents study in small and medium-sized private companies. Findings The results confirmed the research hypotheses, suggesting that employees of family companies show higher perceptions of employer branding and psychological contract levels than employees of non-family companies. Results also reveal that the perceptions of employer branding are positively related to the psychological contract levels of the family firm’s employees. Originality/value This paper aims to contribute to the literature by addressing two contemporary organizational aspects yet under-addressed in the comparison between family and non-family firms while pursuing to offer insights on the relationship between the perceptions of employer branding and levels of the psychological contract of employees working in family firms.

Do Employment Experience and Attractiveness Rankings Matter in Employee Recommendation? A Firm-level Analysis of Employers

2021 ◽  
pp. 0258042X2198994
Author(s):  
Gordhan K. Saini ◽  
I. M. Jawahar
Keyword(s):  
Psychological Contract ◽  
Jel Classification ◽  
Tobit Regression ◽  
Employer Branding ◽  
Firm Level ◽  
Level Data ◽  
Employment Experience ◽  
Nuanced Understanding ◽  
Employer Of Choice ◽  
Employer Attractiveness

In this article, we draw on psychological contract theory to examine the influence of employees’ experiences on their ‘employer of choice’ recommendation and on signalling theory to examine the influence of employer rankings on ‘employer of choice’ recommendation. Using firm-level data representing 387 firms, we used Tobit regression model to assess the effect of employment experience and employer attractiveness rankings on employees’ recommendation of a company as an ‘employer of choice’. We found that employment experience of current and former employees positively influenced employees’ endorsement of their employer. Culture and values, and career opportunities are the most significant variables in generating positive employee recommendation. In addition, appearing in most attractive employer rankings also influenced their recommendation. However, employer rankings lower than the median rank had no effect on whether or not employees recommended their organizations. Being ranked lower than the median did not influence employees’ decisions to endorse their organization because it does not have the same potency for employees as when a firm is ranked higher than the median. Results provide us with a nuanced understanding of the effects of employer attractiveness rankings. Our study has important conceptual and methodological strengths (including the firm-level measure of employment experience and word of mouth) over previous studies in the area of employer branding. JEL Classification: M370, M510, M540, C340, M190

Untapped Relationship between Employer Branding, Anticipatory Psychological Contract and Intent to Join

2017 ◽  
Vol 20 (1) ◽  
pp. 194-213 ◽  
Author(s):  
Ruchika ◽  
Asha Prasad
Keyword(s):  
Psychological Contract ◽  
Direct Relationship ◽  
Business Environment ◽  
Structured Interviews ◽  
Employer Branding ◽  
Managerial Implications ◽  
Indirect Relationship ◽  
The Right ◽  
Employer Of Choice ◽  
The Relationship

In the ever-changing business environment and fluctuating expectations of current generation from its employer, employer branding has become an important tool for organizations to establish themselves as the employer of choice amongst prospective employees. It is serving as the strategic tool for all the sectors to attract and retain the right pool of employees to gain strategic advantage and edge over competitors. The purpose of this article is to identify the dimensions of employer branding and its impact on the formation of anticipatory psychological contract (APC) and final intent of a candidate to join an organization. Using the qualitative data collected through semi-structured interviews from final year students of MCA and B.Tech., it provides an insight into how various dimensions of employer branding lead to the formation of APC and generates the final intent among the candidates to join an organization. It comprehensively analyzes the relationship between all three constructs, employer branding, APC and a candidate’s intent to join an organization in the form of a conceptual framework. The result reflects the direct relationship between employer branding and a candidate’s intent to join an organization and indirect relationship with APC as a mediator between the two. It also demonstrates the direct relationship between employer branding and APC. Managerial implications of the study are also discussed.

Importance-performance analysis as a tool to guide employer branding strategies in the IT-BPM industry

2019 ◽  
Vol 6 (1) ◽  
pp. 77-95 ◽  
Author(s):  
R. Deepa ◽  
Rupashree Baral
Keyword(s):  
Performance Analysis ◽  
Psychological Contract ◽  
Process Management ◽  
Economic Value ◽  
Social Value ◽  
Employer Branding ◽  
Content Type ◽  
Psychological Contract Fulfillment ◽  
Work Value ◽  
The Difference

Purpose Based on attribute research in marketing, importance-performance analysis (IPA) provides a useful analogy to examine employer branding concepts. The purpose of this paper is to use IPA to evaluate employees’ perceptions of important employer value proposition (EVP) attributes and their corresponding psychological contract fulfillment scores. IPA is applied to 40 EVP attributes and their corresponding EVP dimensions – “Economic Value”, “Development Value”, “Social Value”, “Work Value” and “Employer Reputation.” Further, the paper examines the difference between highly engaged and less engaged employees in their relationship to importance and fulfillment of the five EVP dimensions. Design/methodology/approach Data were drawn from information technology-business process management employees (n=520) in India through a questionnaire survey. The IPA matrix was used to plot the importance and fulfillment scores. Independent samples t-test was used to assess the difference between high and low engagement scores. Findings The results indicate that several EVP attributes fall within the “Concentrate Here” quadrant that requires more focus. With respect to EVP dimensions, social value needs focus; economic value received “Low Priority”; and work value and employer reputation are identified as “Potential Overkill.” The findings also suggest that, organizations should engage employees across all dimensions, by both prioritizing and fulfilling their obligations promptly. Practical implications The study highlights the need for HR practitioners and academicians to draw insights from attribute research in marketing to effectively devise the employer branding strategy of individual organizations. Originality/value This paper is the first of its kind to apply IPA to EVP attributes, which contributes to the growing literature on employer branding.

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