Enhancing employer branding in startups through job autonomy and intrinsic motivation: the role of gamification

Purpose In light of the rapidly evolving global work environment and the unique needs of startups, this study investigates the potential of gamified practices (GP) as a human resource management tool to enhance employer branding (EB). Design/methodology/approach Data were collected from employees in Indian startup companies (N = 1,842) through a structured questionnaire. The study used Smart-PLS for variance-based structural equation modeling (SEM) analysis. Findings The results indicate that GP significantly influences IM, which is the internal desire to perform a task due to the enjoyment it brings, and JA, which is the level of independence and freedom given to an employee in their job, as parallel mediators between GP and EB. Further, prior perceptions of the employer brand (PPEB), which refer to the pre-existing beliefs and attitudes employees hold about the employer brand, moderate the relationship between GP and JA, highlighting that individuals with varying PPEB respond differently to JA facilitated through GP. Practical implications The study’s findings underscore the importance of tailoring GP experiences to individual needs and prior brand perceptions for optimal results. Furthermore, it highlights GP as a potent tool for shaping positive employer brand perceptions, particularly when it aligns with an organization’s values and offers an engaging, competitive and realistic experience. Originality/value This study contributes to the field by addressing the underexplored impact of GP on EB within the dynamic startup ecosystem. It explores the mediating roles of IM and JA and the moderating effect of PPEB, shedding light on the dynamic relationships between gamified practices and EB.