Associating Employer Branding to Organizational Citizenship Behavior: A Study of Job Engagement as a Mediator

The concept of employer branding has garnered significant attention in both theory and practice. Nevertheless, the existing body of research in bank management has not explored the multifaceted impact of employer branding on organizational citizenship behavior using a mediation process. This study intends to fill these gaps by investigating the mediating role of Employee engagement between Employer branding dimensions and Organizational citizenship behavior. Empirical tests were conducted and questionnaires were used to get primary data. In the current study, all of the direct and mediating hypotheses were accepted. The study's conclusions demonstrate that banks may establish themselves as top employers by creating stronger employer branding standards, which will boost employee engagement and organizational citizenship behavior. Employers may influence potential workers with their attractiveness, distinctive organizational qualities like a healthy working atmosphere, and job features like training & development and compensation & benefits. It was shown that Organizational Citizenship Behavior is more significantly impacted by Employer Branding. The management should take the initiative to educate the businesses about the advantages of branding in a dynamic market, as the majority of them are still unaware of this.