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Introduction
Ambler and Barrow first proposed the notion of employer branding in 1996. It is described as the merging of marketing and HRM. Organizations strive to establish themselves as the best workplace by offering a combination of financial and psychological incentives to their workers. The original idea of an employer brand, which emphasized the brand’s power to influence company culture and morale, is where the modern idea of employer branding originates (Fombrun and Wally, 1989). Employer branding is a great way to motivate everyone in the company, build relationships with employees, and get respect from outside groups (Hlavsa et al. 2015). Human resource practices are the way to make an organization a brand identity.
Organizations must carefully craft their HRM strategies to build brands that attract and retain top talent (Nazish et al. 2023).
Employer branding has its theoretical roots in psychological agreement theory, which examines the relationship between a company and its employees. The psychological contract states that in return for employment stability, an employee promises undying devotion to their employer. Brands stand out as one of a company’s most valuable assets, making brand management a pivotal activity in today’s business landscape. The use of branding is widespread in differentiating goods and organizations to generate profitable value for both customers and the organization. While the traditional focus of branding often revolves around product and corporate brands, an extension into Human Resource Management (HRM) has emerged recently which was termed as employer branding, as highlighted by Backhaus and Tikoo (2004).
A company’s employer brand is an effort to set it apart from rivals in the market becoming an important toolkit for human resources management in recent years. It consists of integrating marketing concepts into HR activities to convey a tempting employer image to current and potential employees (Bodderas et al. 2010). Job satisfaction, defined by Hoppock (1935) as an amalgamation of psychological, physiological, and environmental situations leading an employee to correctly and genuinely show satisfaction with their job, plays an important role in organizational success. Employee satisfaction has a close association with long-term business growth (Sharma and Raj, 2022). An organization may practice decentralization if it moves decision-making authority to lower levels. As a result, we can better adapt to the specific requirements of each...