Enhancing employer branding through work engagement: a strategic approach using structural equation modeling

Purpose In the competitive global service sector, employer branding is gradually apprehended as a critical component of employee performance (EP). This study aims to examine the interplay between employer branding (EB) and EP, focusing on the mediating role of work engagement. Design/methodology/approach The research analyzes data from Indian service-sector professionals (n = 418) by using structural equation modeling. It uses nonprobabilistic purposive sampling to assess the inter-relationship between EB dimensions, work engagement and EP. Findings The results reveal that economic and developmental values significantly enhance EP, while interest and application values contribute to work engagement. Work engagement functions as a partial mediator, magnifying EB’s influence on individual performance. These outcomes underline the significance of EB in fostering engagement and improving organizational outcomes. Originality/value This study uniquely positions the mediation influence of work engagement as a bridge between the EB practices and EP, thereby enriching theoretical perspectives and offering actionable insights. It serves as a robust framework for academics and practitioners to leverage EB as a strategic tool for sustainable organizational growth and employee excellence.