Interpreting Employer Branding: A Qualitative Study of HR and Marketing Professionals

Abstract This qualitative study investigates how HR and Marketing professionals perceive and co-construct employer branding (EB), and how these perceptions influence organizational commitment. Drawing on interviews from service-sector professionals, the study identifies four major themes: authenticity of employer brand, HR–Marketing collaboration, emotional resonance and advocacy, and brand-driven commitment. The findings highlight the strategic role of EB in fostering alignment, trust, and long-term employee engagement. Themes were interpreted through the lenses of Social Identity Theory, Psychological Contract Theory, and the Employer Attractiveness Framework. The study concludes that internal alignment and cross-functional collaboration are critical for delivering an authentic employer brand that fosters organizational commitment.