Influence of Employer Branding on Employee Loyalty: A Study in the Banking Sector

Abstract

Employer branding has become one of the important aspects for the contemporary firms in order to stay ahead of the competition. Employer branding allows businesses to achieve their business objectives by effectively making use of their human resources. It also allows achieving important internal business outcomes in the form of employee loyalty. This work has attempted to study the association between five components of employer branding and employee loyalty amongst bank employees in one North Indian Region. The employees of two banks were selected using judgement sampling in this work. The analysis was carried out with the help of structural equation modeling. The results revealed that all five elements of employer branding positively influence employee loyalty. These findings provide vital insights into the contemporary aspects of employer branding that are of utmost relevance to business managers.