Impact of Employer Branding on Employee Commitment in Pakistan's Banking Sector: Employee Engagement as a Mediator

Abstract

This study explores the intricate dynamics of employer branding and its influence on employee commitment within Pakistan's banking industry. The research specifically aims to investigate how employer branding impacts employee commitment, with a particular focus on the roles of training and development (TD) and compensation and benefits (CB) in shaping employer branding strategies. Furthermore, the study delves into the mediating effect of employee engagement (EE) on the relationship between employer branding and organizational commitment. This study adopts a quantitative research design to analyze the impact of employer branding on employee commitment, considering the mediating role of employee engagement. The primary data is sourced by employing surveys from employees across two Pakistani Banks in specific regions i.e. Islamabad and Rawalpindi: one from the private sector and one from the public sector. This comparative approach further helps in understanding general trends and sector-specific dynamics of the banking industry of Pakistan. The survey data is collected online and offline from approximately 200 respondents, with 100 from each bank. The findings reveal a significant positive relationship between strong employer branding and heightened employee commitment. Additionally, the study identifies that effective training and development programs, along with competitive compensation and benefits, are pivotal components of successful employer branding. Employee engagement is shown to play a critical mediating role, enhancing the positive impact of employer branding on organizational commitment. These insights contribute valuable knowledge for HR professionals and organizational leaders aiming to foster a committed and engaged workforce through strategic employer branding initiatives.