Employer Branding: How Current Employee Attitudes Attract Top Talent and New Customers

Employer branding research has predominantly concentrated on cultivating a favorable image for prospective job applicants, with limited exploration of its effects on current employees. This study investigates how employer branding shapes the attitudes of existing employees—specifically job satisfaction, organizational identification, and organization-related sacrifice—and examines how these attitudes influence employees’ word-of-mouth behavior toward both potential applicants and customers. Drawing on survey data from employees in Vietnam’s travel and hospitality sectors, the findings reveal that development, diversity, and reputation values significantly enhance employee attitudes, while economic value does not exert a notable influence. Additionally, job satisfaction, organizational identification, and organization-related sacrifice all positively affect word-of-mouth intentions toward potential applicants. However, organization-related sacrifice emerges as the sole factor significantly impacting word-of-mouth intentions toward customers. The study offers substantial theoretical contributions and practical implications, emphasizing the broader influence of employer branding on current employees’ advocacy behavior.