Original scientific paper
https://doi.org/10.1080/1331677X.2020.1851280
Employer branding factors as promoters of the dimensions of employee organizational commitment
Dolores Botella-Carrubi
Hermenegildo Gil-Gomez
Raul Oltra-Badenes
José M. Jabaloyes-Vivas
Abstract
Due to the current battle to attract and engage the best professionals, companies must design strategies and implement actions
that help them to position themselves in the labour market as
the best option for the most valuable employees. This work proposes the creation of the employer brand as a strategy to promote the dimensions of organizational commitment. In addition,
a measurement tool is proposed to facilitate the understanding of
the implementation and measurement phases of employer branding. With this objective in mind, a study was carried out on the
93 employees of a company in the automotive sector. The results
show that actions related to professional development and benefits have a positive impact on the three dimensions of commitment. In addition, the actions destined to favour the work-life
balance of the employees contribute positively to affective commitment, as well as normative commitment.
Keywords
Continuance commitment; affective commitment; normative commitment; employer branding
Hrčak ID:
301261
URI
Publication date:
31.12.2021.
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