Purpose The purpose of this paper is to conceptualise, develop and validate a scale to measure the employer brand from the perspective of existing employees. Design/methodology/approach The methodology entailed the compilation of a literature review and conduction of qualitative interviews to generate items. Five employer brand dimensions have been derived through exploratory factor analysis and further validated through confirmatory factor analysis by using a separate data of 313 employees. Also, the employer brand has been specified as a second-order factor that is determined by five first-order factors. Findings A final 23-item EB scale covering five dimensions of the employer brand has been developed. The dimensions identified are: a healthy work atmosphere, training and development, work-life balance, ethics and corporate social responsibility, and compensation and benefits. Also, the higher order measurement model suggests that employer brand is most influenced by the “healthy work atmosphere” dimension. These dimensions reflect the perceptions of existing employees regarding their organisation. The scale is found to be psychometrically sound for measuring the employer brand. Practical implications The scale is useful for both researchers and practitioners. A deeper insight into the dimensions may help managers to identify their impact on organisational outcomes like employee satisfaction, employee retention, commitment and productivity. Also, organisations can measure the perceptions of employees for identifying improvement gaps and developing effective attraction and retention strategies. The scale also provides researchers with a sought-after conceptualisation of employer brand. Originality/value The authors believe that the study is the first of its kind wherein the employer brand has been modelled as a second-order factor from the perspective of the existing employees.

The employment environment, nowadays, is becoming increasingly competitive. In such competitive environment, employer branding is fast emerging as a long-term human resource (HR) strategy to attract and retain talented workforce. The purpose of this article is to determine the antecedents of employer branding from the perspective of current employees. Most studies are dedicated to the examination of employer branding as a talent attraction technique among potential employees. However, the present research examines the impact of employer branding on retention of existing workforce. The research develops a conceptual framework of antecedents and outcomes of employer branding. Using qualitative data from a pilot study of an IT giant, it provides insights as to how the predicted outcomes of employer branding can lead to increased retention among employees. The research also analyzes the role of employer branding in building brand advocates who spread positive word of mouth about the organization. Results of the qualitative interviews show positive relationship between outcomes of employer branding (job satisfaction and psychological contract) and employee retention. In addition, a positive relationship is found between employer branding and organizational commitment which in turn contributes towards development of brand advocacy. Academic and managerial implications are also discussed. The study accentuates the importance of employer branding construct and its potential to alleviate the imminent problem of employee attrition.

Purpose – The purpose of this paper is to identify key dimensions of employer brand (EB) and empirically examine the impact of different dimensions of EB upon job satisfaction. A six-factor EB model has been tested for reliability and validity through confirmatory factor analysis. The study also addresses the moderating role of gender in the relationship between EB dimensions and job satisfaction. Design/methodology/approach – Structural equation modelling has been adopted to determine the contribution of EB dimensions towards job satisfaction of employees. Key dimensions of EB are identified through literature review. Item generation has been done through literature review and exploratory structured interviews with employees. Findings – The results demonstrate that EB acts as a critical predictor of job satisfaction. All the six dimensions of EB (training and development, reputation, organisation culture and ethics and corporate social responsibility, work-life balance and diversity) were found to be critical predictors of job satisfaction. Also, gender is found to have moderating effect on the relationship between EB dimensions and job satisfaction. Originality/value – This study avers that EB can prove to be an important antecedent of job satisfaction. The construct EB in this study reflects an understanding of EB from a newer lens from the perspective of existing employees of a developing country and also demonstrates the moderating role of gender.

Purpose The purpose for this paper is to determine the various dimensions of employer brand in the IT sector of India and analyse their impact on the final intent of the candidates to join an organisation. A five-factor employer brand (EB) model and three-factor intent to join (ITJ) model have been tested for reliability and validity through confirmatory factor analysis (CFA). A structural model is empirically tested with EB as independent variable and ITJ as dependent variable through structured equation modelling. Design/methodology/approach The items for the independent variable EB are generated with the help of literature and semi-structured interviews with final-year student placement coordinators of B.Tech and MCA, studying in central, state and deemed universities of India. For ITJ, the variables are adopted from the literature and confirmed through CFA in the Indian context. Structured equation modelling has been used to analyse the relationship between EB and ITJ. Findings Five dimensions of EB were explored as growth and development opportunity, company’s reputation, acceptance and belongingness, work–life balance and ethics and CSR. ITJ was found to be composed of intent to pursue, employer’s attractiveness and employer’s reputation. EB has been found to be an effective contributor to ITJ. Research limitations/implications The current study has been conducted in the IT sector, and other sectors have not been included. The universities considered for the study were limited to central, state and deemed universities of India. Apart from intention to join, there are other attitudinal and behavioural aspects that have not been included in the current study. Originality/value This study gives empirical evidence on EB to be an important antecedent of ITJ from the perspective of prospective employees of a developing nation.

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.