Effect of employer branding on employee performance: Mediating and moderating effects of brand perception and employer image

Employer branding is a multidimensional notion and is important because of the diversity in industries in general and the IT industry in particular. Employer branding embodies an industry's standing as a brand of employer and its capacity to retain the best talent. A strong employer brand is a strategic and essentiality that cuts across industry boundaries to influence the achievement and sustainability of businesses in a competitive job marketplace. A robust employer brand is needed to invite talent at best and improve employee performance in the context of employer branding in the IT industry. The authors investigated the nexus between employer branding and employee performance and the mediating and moderating effects of brand perception and employer image on the relationship between employer branding and employee performance. Using a structured questionnaire, the data were gathered from the staff working in the information technology industry in Begaluru city. The data were normal, as revealed by the Shapiro‒Wilk statistic and the instrument maintained reliability and internal consistency, as evidenced by the Cronbach's alpha values. The model fit statistics reveal that the model has an excellent fit. Employer branding has a constructive and statistically significant effect on employer image, performance and brand perception. Brand perception is positive and partially mediates the relationship between employer branding and employee performance, whereas employer image moderates the positive relationship between employer branding and employee performance.