Journal Press India^®

Author Details ( * ) denotes Corresponding author

This paper explores the direct association between employer branding and employee satisfaction in the Indian context. This study specifically focuses on examining the correlation between the satisfaction levels of executive-level employees and employer branding within the IT sector in India. By employing Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis, the research adheres to conventional sampling methods, gathering responses from 262 executives via questionnaires distributed to IT company employees. The study’s findings underscore the positive relationship between employer branding and employee satisfaction among IT sector employees. The findings demonstrate the predictive power between employer branding and employee satisfaction constructs. This novel research on employer branding and employee satisfaction substantiates the application of PLS-SEM.

Keywords

Employer Branding, Employee Satisfaction, Structural Equation Model, IT Sector

1. Akinwande, M. O., Dikko, H. G., & Samson, A. (2015). Variance inflation factor: A condition for including suppressor variable (s) in regression analysis. Open Journal of Statistics, 5(07), 754.
2. Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4,    185–206.
3. Anwar, G., & Abdullah, N. N. (2021). The impact of Human resource management Practice on organizational performance. International Journal of Engineering, Business and Management, 5(1), 35-47.
4. Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501-517.
5. Baghaei, R (2011). A comparative study of human resource management practices in private and public hospitals of Iran with special reference to job satisfaction of nurses, [Doctoral dissertation, University of Pune]. VAMNICOM Centre, 386.
6. Basco, R., Hair Jr, J.F., Ringle, C.M. & Sarstedt, M. (2022). Advancing family business research through modeling nonlinear relationships: Comparing PLS-SEM and multiple regression. Journal of Family Business Strategy, 13(3), 100457.
7. Bodderas, M., Cachelin, J. L., & Maas, P. (2010). Integrating marketing and human resources: The link between employee job satisfaction, company identification, and employer branding. In The 11^th International Research Seminars in Service Management, France, May, 25-28.
8. Chawla, S., Sareen, P., Gupta, S., Joshi, M., & Bajaj, R. (2023). Technology enabled communication during COVID 19: analysis of tweets from top ten Indian IT companies using NVIVO. International Journal of Information Technology, 15(4), 2063–2075. Retrieved from https://doi.org/10.1007/s41870-023-01242-6
9. Chopra, A., Sahoo, C. K., & Patel, G. (2023). Exploring the relationship between employer branding and talent retention: the mediation effect of employee engagement. International Journal of Organizational Analysis, 32(4), 702-720.
10. Cohen, J. (1992). Quantitative methods in psychology: A power primer. Psychological Bulletin, 112(1), 155-159.
11. Dabirian, A., Kietzmann, J., & Diba, H. (2017). A great place to work!? Understanding crowd sourced employer branding. Business Horizons, 60(2), 197-205.
12. Emerson, R. M. (1976). Social exchange theory. Annual Review of Sociology, 2(1), 335-362. Retrieved from https://doi.org/10.1146/annurev.so.02.080176.002003
13. Geisser, S. (1974). A predictive approach to the random effect model. Biometrika, 61(1),      101-107.
14. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: Global edition, 7^th Edition. NewYork: Pearson.
15. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2^nd ed.). Sage Publications, United States of America.
16. Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed, a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152.
17. Hair, Jr, J. F., Sarstedt, M., Matthews, L. M., &Ringle, C. M. (2016). Identifying and treating unobserved heterogeneity with FIMIX-PLS: part I–method. European Business Review, 28(1), 63-76.
18. Hoppock, R., (1935). Job satisfaction. New York: Harper.
19. Krušković, T., Ilić, B., & Anđelić, S. (2023). Attracting and retaining employees as a result of effective employer brand management. International Journal for Quality Research, 17(4), 1195–1206.
20. Kumari, P., Dutta, M., & Bhagat, M. (2020). Employer branding and its role in effective recruitment. AIMS International Journal of Management, 14(2), 89.
21. MacKenzie, S. B., & Podsakoff, P. M. (2012). Common method bias in marketing: Causes, mechanisms, and procedural remedies. Journal of retailing, 88(4), 542-555.
22. Martin G., Gollan P. J., & Grigg K. (2011). Is there a bigger and better future for employer branding? Facing up to innovation, corporate reputations and wicked problems in SHRM. The International Journal of Human Resource Management, 22(17), 3618–3637.
23. Mohammadi, M., Al-Fuqaha, A., Sorour, S., & Guizani, M. (2018). Deep learning for IoT big data and streaming analytics: A survey. IEEE Communications Surveys & Tutorials, 20(4), 2923-2960.
24. Morokane, P., Chiba, M., & Kleyn, N. (2016). Drivers of employee propensity to endorse their corporate brand. Journal of Brand Management, 23(1), 55–66.
25. Nazish, A., Mehboob, S. A. A., Haider, S., & Khan, A. (2023). Exploring the role of human resource management practices in the nexus of internal and external-employer branding. Middle East Journal of Management, 10(1), 51-71.
26. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.
27. Ramli, N.A., Latan, H. and Nartea, G.V., 2018. Why should PLS-SEM be used rather than regression? Evidence from the capital structure perspective. Partial Least Squares Structural Equation Modeling: Recent Advances in Banking and Finance, pp.171-209.
28. Rani, P., Taneja, D., Sangal, A. & Baisla, A. (2024). Bridging the gap: Employer branding link to turnover intentions and job satisfaction in educational organizations. Educational Administration: Theory and Practice, 30(4), 3929–3935.
29. Saxena, M., Bagga, T., Gupta, S., & Kaushik, N. (2022). Exploring common method variance in analytics research in the indian context: A comparative study with known techniques. FIIB Business Review, 13(5), 533-569.
30. Schlager, T., Bodderas, M., Maas, P., & Luc Cachelin, J. (2011). The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation. Journal of Services Marketing, 25(7), 497-508.
31. Sharma, A., & Raj, R. (2022). HR practices and employee satisfaction: The mediating role of employer branding. Journal of Positive School Psychology, 6(2), 3488–3496.
32. Shmueli, G., Sarstedt, M., Hair, J., Cheah, J.-H., Ting, H., Vaithilingam, S., & Ringle, C. (2019). Predictive model assessment in PLS-SEM: guidelines for using PLS predict. European Journal of Marketing, 53(11), 2322-2347.
33. Špoljarić, A., & Tkalac Verčič, A. (2022). Internal communication satisfaction and employee engagement as determinants of the employer brand. Journal of Communication Management, 26(1), 130-148.
34. Stone, M. (1974). Cross‐validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society: Series B (Methodological), 36(2), 111–133.
35. Tanwar, K. & Kumar, A. (2019). Employer brand, person-organization fit and employer of choice: Investigating the moderating effect of social media. Personnel Review, 48(3),            799–823.
36. Tanwar, K., & Prasad, A. (2016). Exploring the relationship between employer branding and employee retention. Global business review, 17(3_suppl), 186-206.
37. Tanwar, K., & Prasad, A. (2017). Employer brand scale development and validation: A second-order fact or approach. Personnel Review, 46(2), 389-409.
38. Tehseen, S., Ramayah, T., & Sajilan, S. (2017). Testing and controlling for common method variance: A review of available methods. Journal of Management Sciences, 4(2), 142-168.
39. Thacker, R.A., & Holl, K.B. (2008). Behaviorally-based management training: Linking behavior to employee satisfaction. Industrial and commercial training, 40(2), 102–108.
40. Verčič, A.T. (2021). The impact of employee engagement, organizational support, and employer branding on internal communication satisfaction. Public Relations Review, 47(1), 102009.
41. Weiss, D.J., Dawis, R.V., & England, G.W. (1967). Manual for the minnesota satisfaction questionnaire. Minnesota Studies in Vocational Rehabilitation. Retrieved from https://vpr.psy ch.umn.edu/sites/vpr.umn.edu/files/files/monograph_xxii_-_manual_for_the_mn_satisfaction _questionnaire.pdf
42. Yousf, A., & Khurshid, S. (2024). Impact of employer branding on employee commitment: Employee engagement as a mediator. Vision: The Journal of Business Perspective, 28(1),       35-46.
43. Zaware, N. (2020). The significance of employer branding in human resource management for organisations. Retrieved from https://doi.org/10.2139/ssrn.3612800