Employer branding and employee performance for Telecommunication Companies in Egypt

Abstract

This study aims to investigate the direct effect of employer branding on employee performance for telecommunication companies in Egypt, Employer branding represents a new concept in marketing, and it is considered one of the most beneficial strategies that are being adopted by organizations to retain, attract, and develop unique talents, it is how to apply the concept of branding in human resource management HRM through employee value proposition EVP. Employer branding is divided into external and internal branding. Employee performance is very crucial to attain organizational goals and it is a measure for the quality of human resources in the organization. so, the destination of employer branding is to acquire ongoing high performance. A questionnaire was used to collect data from 365 employees in telecommunication companies. Path analysis is employed to test the research hypotheses using Warp PLS 7.0. The results have confirmed that employer branding is positively related to employee performance. This study investigates both the direct and indirect influence of employer branding throughout the five dimensions on employee performance. This study provided a set of important recommendations for managers of telecommunications companies, where the study recommends the use of the employer branding in its dimensions by providing suitable working conditions for employees and provide sufficient opportunities for training. provide flexible working hours. Treat employees in a fair and respectful, funding cultural events and participating in charity. Provide an appropriate salary, prepare health insurance programs, and provide financial and non-financial rewards and privileges.