Examining the Temporal Effects of Employer Branding on Employee Engagement and Employee Retention: A Longitudinal Study in the Indian IT Sector

Shekhar Singh; Tamanna Agarwal; Tanmay Pant

doi:10.47297/wspchrmWSP2040-800508.20241503

PDF
Export
Share
Collection
Album

Examining the Temporal Effects of Employer Branding on Employee Engagement and Employee Retention: A Longitudinal Study in the Indian IT Sector

Volume 15, Issue 3

Views: 0 Downloads: 381

Examining the Temporal Effects of Employer Branding on Employee Engagement and Employee Retention: A Longitudinal Study in the Indian IT Sector
Examining the Temporal Effects of Employer Branding on Employee Engagement and Employee Retention: A Longitudinal Study in the Indian IT Sector
1.Department of Humanities & Social Sciences, Jaypee University of Engineering & Technology, Guna, Madhya Pradesh, India
2.SRMS International Business School, Lucknow, Uttar Pradesh, India
Vol. 15, Issue 3, Pages: 104-118(2024)
Published： 20 May 2024 ，
DOI：10.47297/wspchrmWSP2040-800508.20241503
Accepted：

Scan QR Code

Singh, S., Pant, T., & Agarwal, T. (2024). Examining the temporal effects of employer branding on employee engagement and employee retention: A longitudinal study in the Indian IT sector. Journal of Chinese Human Resources Management, 15(3), 104-118.
DOI：

Singh, S., Pant, T., & Agarwal, T. (2024). Examining the temporal effects of employer branding on employee engagement and employee retention: A longitudinal study in the Indian IT sector. Journal of Chinese Human Resources Management, 15(3), 104-118. DOI： 10.47297/wspchrmWSP2040-800508.20241503.

摘要

Abstract

Anchored within the framework of the 'consumption-system' approach and guided by the principles of social exchange theory

this research delves into the interconnectedness of employer branding

employee engagement

and employee retention. The aim of this study is to construct and validate a dynamic model that explores how the desire of IT employees to stay with their current organization may either strengthen or weaken over time due to their previous perceptions of employer branding. The data for this investigation was gathered from a sample of young IT employees through two rounds of questionnaire surveys denoted as T1 and T2. Ultimately

the final dataset comprised of 380 participants. The findings unveil a direct impact of employer branding on employee engagement

as well as a direct influence of employee engagement on employee retention. Notably

both of these associations display significant temporal effects

indicating a propensity for them to become more potent as time progresses. Moreover

the carryover effects from one time point to another hold significance for all three constructs

underscoring the idea that the perceptions at T1 exert a substantial influence on the corresponding constructs at T2. In summation

it can be inferred that the impressions formed by employer branding have an enduring effect on employee engagement during subsequent time periods. Furthermore

the level of employee engagement also wields an influence on employee retention in the periods that follow. As a whole

this study provides valuable insights for human resource managers operating within the IT sector

furnishing them with guidance on how to strategically deploy employer branding practices to foster employee engagement and

in turn

bolster their commitment to remain with the organization.

关键词

Keywords

Employee engagementEmployee retentionIT sectorIndia

references

Agarwal, T., Arya, S., & Bhasin, K. (2021). The evolution of internal employer branding and employee engagement: The temporal role of internal social media usage. Journal of Information & Knowledge Management, 20(1), 2150012. https://doi.org/10.1142/S021964922150012X

Agarwal, T., Arya, S., & Bhasin, K. (2023). Employer branding, employee engagement, and organisational citizenship behaviour: A proposed theoretical framework for academia. In Building organizational resilience and thriving towards performance optimization (pp. 131–139).

Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185–206. https://doi.org/10.1057/bm.1996.42

Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501–517. https://doi.org/10.1108/13620430410550754

Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151–172. https://doi.org/10.1080/02650487.2005.11072912

Blau, P. M. (1964). Exchange and power in social life. Wiley.

Easa, N. F., & Bazzi, A. M. (2020). The influence of employer branding on employer attractiveness and employee engagement and retention: Ten years of literature. International Journal of Customer Relationship Marketing and Management, 11(4), 48–69. https://doi.org/10.4018/IJCRMM.2020100104

Edwards, M. R. (2010). An integrative review of employer branding and OB theory. Personnel Review, 39(1), 5–23. https://doi.org/10.1108/00483481011012809

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312

Gupta, M., & Shukla, K. (2018). An empirical clarification on the assessment of engagement at work. Advances in Developing Human Resources, 20(1), 44–57. https://doi.org/10.1177/1523422317741692

Ha, H. Y., & Pan, H. (2018). The evolution of perceived security: The temporal role of SNS information perceptions. Internet Research, 28(4), 1055–1078. https://doi.org/10.1108/IntR-02-2017-0047

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis(7th ed.). Pearson. https://doi.org/10.1016/j.ijpharm.2011.02.019

Hinkin, T. R. (1995). A review of scale development practices in the study of organizations. Journal of Management, 21(5), 967–988.

Houssein, A., Singh, J., & Arumugam, T. (2020). Retention of employees through career development, employee engagement and work-life balance: An empirical study among employees in the financial sector in Djibouti, East Africa. Global Business and Management Research: An International Journa, 12(3), 17–32.

Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55. https://doi.org/10.1080/10705519909540118

Huang, I. C., Lin, H. C., & Chuang, C. H. (2006). Constructing factors related to worker retention. International Journal of Manpower, 27(5), 491–508. https://doi.org/10.1108/01437720610683976

Hytter, A. (2007). Retention strategies in France and Sweden. Irish Journal of Management, 28(1), 59–79.

Johnson, M. D., Herrmann, A., & Huber, F. (2006). The evolution of loyalty intentions. Journal of Marketing, 70(2), 122–132. https://doi.org/10.1509/jmkg.70.2.122

Kahn, W. A. (1990). Psychological conditions of personal engagement and disengagement at work. Academy of Management Journal, 33, 692–724. https://doi.org/10.5465/256287

Karatepe, O. M., Beirami, E., Bouzari, M., & Safavi, H. P. (2014). Does work engagement mediate the effects of challenge stressors on job outcomes? Evidence from the hotel industry. International Journal of Hospitality Management, 36, 14–22. https://doi.org/10.1016/j.ijhm.2013.08.003

Kaur, A. (2023). Building an authentic employer brand by embracing the softer aspects of work life on social media. https://timesofindia.indiatimes.com/blogs/voices/building-an-authentic-employer-brand-by-embracing-the-softer-aspects-of-work-life-on-social-media/

Kucherov, D., & Zavyalova, E. (2012). HRD practices and talent management in the companies with the employer brand. European Journal of Training and Development, 36(1), 86–104. https://doi.org/10.1108/03090591211192647

Kundu, S. C., & Lata, K. (2017). Effects of supportive work environment on employee retention: Mediating role of organizational engagement. International Journal of Organizational Analysis, 25(4), 703–722. https://doi.org/10.1108/IJOA-12-2016-1100

Kyndt, E., Dochy, F., Michielsen, M., & Moeyaert, B. (2009). Employee retention: Organisational and personal perspectives. Vocations and Learning, 2(3), 195–215. https://doi.org/10.1007/s12186-009-9024-7

Malik, Z. S., & Khalid, N. (2016). Psychological contract breach, work engagement and turnover inention: Evidence from banking industry in Pakistan. Pakistan Economic and Social Review, 54(1), 37–54.

Martin, G., Beaumont, P., Doig, R., & Pate, J. (2005). Branding: A new performance discourse for HR? European Management Journal, 23(1), 76–88. https://doi.org/10.1016/j.emj.2004.12.011

Matanda, M. J., & Ndubisi, N. O. (2013). Internal marketing, internal branding, and organisational outcomes: The moderating role of perceived goal congruence. Journal of Marketing Management, 29(9–10), 1030–1055. https://doi.org/10.1080/0267257X.2013.800902

Mendes, F., & Stander, M. W. (2011). Positive organisation: The role of leader behaviour in work engagement and retention. SA Journal of Industrial Psychology, 37(1), 1–13. https://doi.org/10.4102/ sajip.v37i1.900

Mittal, V., Kumar, P., & Tsiros, M. (1999). Attribute-level performance, satisfaction, and behavioral consumption-system approach. Journal of Marketing, 63, 88–101.

Pandita, D., & Ray, S. (2018). Talent management and employee engagement – a meta-analysis of their impact on talent retention. Industrial and Commercial Training, 50(4), 185–199. https://doi.org/10.1108/ICT-09-2017-0073

Pitt, C. S., Botha, E., Ferreira, J. J., & Kietzmann, J. (2018). Employee brand engagement on social media: Managing optimism and commonality. Business Horizons, 61(4), 635–642. https://doi.org/10.1016/j.bushor.2018.04.001

Punjaisri, K., Wilson, A., & Evanschitzky, H. (2009). Internal branding to influence employees' brand promise delivery: A case study in Thailand. Journal of Service Management, 20(5), 561–579. https://doi.org/10.1108/09564230910995143

Robertson, I. T., & Cooper, C. L. (2010). Full engagement: The integration of employee engagement and psychological well-being. Leadership and Organization Development Journal, 31(4), 324–336. https://doi.org/10.1108/01437731011043348

Robinson, D., Perryman, S., & Hayday, S. (2004). The drivers of employee engagement.

Roemer, E. (2016). A tutorial on the use of PLS path modeling in longitudinal studies. Industrial Management and Data Systems, 116(9), 1901–1921. https://doi.org/10.1108/IMDS-07-2015-0317

Saks, A. M. (2006). Antecedents and consequences of employee engagement. Journal of Managerial Psychology, 21(7), 600–619. https://doi.org/10.1108/02683940610690169

Saks, A. M., & Gruman, J. A. (2014). What do we really know about employee engagement? Human Resource Development Quarterly, 25(2), 155–182. https://doi.org/10.1002/hrdq.21187

Schaufeli, W. B., Bakker, A. B., & Salanova, M. (2006). The measurement of work engagement with a short questionnaire: A cross-national study. Educational and Psychological Measurement, 66(4), 701–716. https://doi.org/10.1177/0013164405282471

Schaufeli, W., Salanova, M., González-romá, V., & Bakker, A. (2002). The measurement of engagement and burnout: A two sample confirmatory factor analytic approach. Journal of Happiness Studies, 3, 71–92. https://doi.org/10.1023/A:1015630930326

Sengar, N. S. (2023). Salary takes backseat as Indian job hunters prioritise work flexibility now, says report - News18. https://www.news18.com/business/hiring-work-from-home-jobs-salary-indeed-survey-8534630.html

Seth, M. (2021). Article: Employee well-being trends and best practices in the Indian IT industry — People Matters. https://www.peoplematters.in/article/wellness/employee-well-being-trends-and-best-practices-in-the-indian-it-industry-29640

Sharma, A. (2021). Article: How organizations can succeed in a post-pandemic world — People Matters. https://www.peoplematters.in/article/skilling/how-organizations-can-succeed-in-a-post-pandemic-world-29514

Tanwar, K., & Prasad, A. (2017). Employer brand scale development and validation: A second-order factor approach. Personnel Review, 46(2), 389–409. https://doi.org/10.1108/PR-03-2015-0065

Tiwari, B., & Lenka, U. (2019). Employee engagement: A study of survivors in Indian IT/ITES sector. IIMB Management Review, 32(3), 249-266. https://doi.org/10.1016/j.iimb.2019.10.003

Verma, P. (2023). Article: Strong employer brand key to thriving amidst current workspace disruptions — People Matters. https://www.peoplematters.in/article/hr-technology/strong-employer-brand-key-to-thriving-amidst-current-workspace-disruptions-38445

Alert me when the article has been cited

Submit

The Impact of Paternalistic Leadership Styles on Employee Engagement in the Pharmaceutical Distribution Industry: The Mediating Role of Psychological Capital

Employer Branding in the Healthcare Sector: The Role of Instrumental and Symbolic Image Attributes Among Potential Applicants and Doctors

Related Author

Li Chen Department of Psychology, Key Laboratory of Behavior and Mental Health of Gansu Province,Northwest Normal University, Lanzhou, China;234, Northwest Normal University

Jiangxin Liu Department of Psychology, Key Laboratory of Behavior and Mental Health of Gansu Province,Northwest Normal University, Lanzhou, China;234, Northwest Normal University

Weifeng Qiu

Meiling Han

Jiaxin Luo BGI Medicine, BGI-Shenzhen

Aristides I. Ferreira ISCTE-Instituto Universitário de Lisboa, Avenida das Forças Armadas, Lisbon

Filip Lievens Lee Kong Chian School of Business, Singapore Management University, Singapore 4 ISCTE -Instituto Universitário de Lisboa, Avenida das Forças Armadas, Lisbon

Beatriz R. Trigo

Related Institution

Department of Psychology, Key Laboratory of Behavior and Mental Health of Gansu Province,Northwest Normal University, Lanzhou, China;234, Northwest Normal University

BGI Medicine, BGI-Shenzhen

ISCTE-Instituto Universitário de Lisboa, Avenida das Forças Armadas, Lisbon

Lee Kong Chian School of Business, Singapore Management University, Singapore 4 ISCTE -Instituto Universitário de Lisboa, Avenida das Forças Armadas, Lisbon

⁰