Assessing Impact of Employer Branding on Job Engagement: A Study of Banking Sector

Abstract The purpose of this study is to investigate the impact of employer branding practices on job engagement in banking sector of Uttarakhand. Further, based on the existing literature, only five employer branding practices (interest value, social value, development value, application, and economic value) which are widely accepted in banking sector has selected for present study. By using convenience sampling, data were collected from 245 employees, who are working in the banks in Uttarakhand districts. EFA, CFA, and SEM statistical techniques were used to analyze the data. Further, reliability and validity tests were also performed. Findings of this study revealed that employer branding practices such as interest value, social value, development value, and economic value positively affect the job engagement. When employees perceive the workplace as interesting, socially supportive, and filled with creative value, they undergo growth and advancement which develop employee confidence and satisfaction; further, they are simultaneously engaged with their jobs. The study is cross-sectional in nature and only focus on job engagement. For future research, employee’s level of commitment and organizational attractiveness need to be explored. This study is highly beneficial for employees, corporate practitioners, academicians and researchers for guidelines and policies implementations of employer branding practices